Connecting sponsorships to financial results will be the subject April 10, 2024, Noon ET, when the Marketing Accountability Standards Board debuts its new webinar series, Making Marketing Accountable, featuring the visionairies elevating the role of the CMO and Marketing through …
Samford University has joined the Marketing Accountability Standards Board, and the MASB Sponsorship Accountability Metrics Project team has a valuable new member: Darin White, Ph.D., Executive Director of Samford’s Center for Sports Analytics. “I am truly honored to join MASB …
The Truth About Brand Boycotts Jim Meier and co-author Frank Findley saw the Bud Light “brand divorce” coming. Meier explains how their conclusions are supported by the MASB Brand Investment & Valuation (BIV) model, which established drivers of a “generally …
Despite the critical need, most sponsors still lack a standardized process for measuring their return on sponsorship. Larry DeGaris, Executive Director of the Medill Spiegel Research Center at Northwestern University, will address the issue at MASB Summer Summit, Aug. 9-10 at Marquette University …
Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape brand perceptions to generate demand and drive organic growth. Measuring and quantifying the contribution that sponsorship …
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing …
If you missed the fascinating content from MASB Spring Summit on April 7, check out these two sessions. Karen Ebben and Mike Wokosin of the MASB Sponsorship Accountability Metrics Project share progress and learnings from the first four years of …
Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role, Deliverables and Tenure MASB President/CEO Tony Pace discusses the evolving role of Chief Marketing Officer with …
An AdAge article about the controversial 2021 Olympics is being reprinted by publications around the world and fomenting lots of discussion among marketers. In 5 Things Brands Should Know to Prepare for the Olympics, Ilyse Liffreing reports that despite the …
On June 29, 2021, the NCAA suspended amateurism rules related to name, image and likeness. Will there be a first mover advantage for sports marketers ready to serve this new market segment? Tony Pace of MASB asks Michael Zoerb of …
