Joanna Seddon has been a MASB member since 2015 and became CEO in 2022, leading the trustees of the Marketing Accountability Foundation and MASB staff. Her vision is marketing elevated to its rightful position.
“The Marketing Accountability Standards Board is an organization whose purpose is to elevate the CMO to their rightful place in their boardroom. How does the organization do this? By making marketing accountable. Accountability is demonstrating the tangible business impact that marketing brings, which means demonstrating how marketing drives revenue, profit, and financial value growth for companies. And this should be easy. It’s important because what CEOs and investors care most about is driving profitable growth.”
Seddon is also Managing Partner of Presciant, the brand consultancy she co-founded in 2020. With a doctorate from Oxford University, she is well known as a speaker and writer on brand strategy, brand valuation and marketing ROI issues. Her 2015 paper, “The Brand in the Boardroom,” won the WPP top Atticus prize. A board member of the American Marketing Association, she revived and reinvented the Marketing Hall of Fame, chairing it for the past nine years. In 2021, she was awarded MASB’s Margaret H. Blair Award for Marketing Accountability.
Her illustrious career in brand consulting includes co-founding Worldwide Strategy Consulting at FutureBrand in 2000, and creating the brand consulting practice of Millward Brown/Kantar. She then founded the global brand strategy consulting practice for Ogilvy, built it up and ran it for nearly 11 years before founding Presciant. She has conducted hundreds of brand valuations in just about every industry, including sports teams.