Tuesday, September 22, 2026
9 – 10:30 AM
(Open for breakfast and networking at 8:30)
Growing Brand Value While Maintaining Accountability
– PANEL –
Alex Craddock, Chief Marketing and Content Officer at Citi
Joanna Seddon, CEO at Presciant
Greg Stuart, CEO at Marketing + Media Alliance (MMA)
Moderator: Lee Hornick, Director of Membership at MASB
LOCATION: Citigroup, 388 Greenwich St, Manhattan NYC
HOST: MMA
$30 | Continental breakfast included
Growing brand value while maintaining accountability is the process of linking long-term brand-building investments to measurable business outcomes. While growth is the ultimate goal, accountability serves as the “roots” that ensure this growth is sustainable and not just a result of short-term, high-cost promotional tactics.
During this program you will discover new ways to:
• Design and implement a best practices approach to measuring the economic impact of brand and marketing.
• Prove that the only way to drive sustainable business growth is investment in brand and marketing – along with the innovations identified by Marketing as future customers’ greatest needs.
• Substantiate this by producing robust evidence of the incremental financial results that this type of investment produces, presented in CEO and CFO language.
• Show that the need to maintain marketing spend during a downturn is critical and quantify the economic impact of retaining, increasing, or cutting investment.
Request your invitation from events@themasb.org
The Marketing Accountability Standards Boards (MASB) was established to bring the research, analytics, and intellectual leadership needed to establish measurement as the foundation of accountability and financial performance as a driver of growth.
The MASB Breakfast Club holds periodic morning events focused on overcoming marketing challenges with creativity, data-driven decision-making, and agility! Currently held in Manhattan and hosted by a business school, corporation, or agency, each meeting has a subject expert and focuses on one single issue with dynamic discussions by attendees as well as networking opportunities.
If your New York organization is interested in hosting a MASB Breakfast Club session, contact Lee Hornick, leehornick@themasb.org.