Across Industry, Marketing & Finance are Agreeing
on Measurement for Creating Value
Thursday, February 14, 9:00AM-5:30PM
Welcome & Charge | MASB Chair David Stewart, LMU
MASB Warm-Up | Earl Taylor, MSI
The CMO’s Accountability Agenda | Bill Zengel, ANA
The CFO’s Accountability Agenda | Joe Plummer, Columbia
Trailblazer Award Presented to Joe Plummer
Marketing & Finance “Pairs” I & II (Panels) | Shane Scaramuzzi, ConAgra
New Charter Members Weigh In (Panel) | Jamie Richardson, Kimberly-Clark
Putting It Together: Delivering On Accountability Agenda | Stewart
The Game Changing Projects:
Update on Brand Valuation: What More Is Known | Marc Fischer, UoCologne
Brand Investment and Valuation Project | Mike Hess, Nielsen
Keynote: Integrated Financial Reporting | Lisa French, IIRC
Improving Financial Reporting Project | Gregory, Corebrand, & Moore, UCR
Summary & Call-To-Action | Meg Blair, MAF/MASB
Gaming By The Standards For Return | Toni Repetti, UNLV
Advisory Council Meeting | Mike Hanssens, UCLA
Friday, February 15, 9:00AM-Noon
Other Important Projects Underway
Measuring Return from Interactive Project | Craig Stacey, Stern
Update on 3MS | Mike Donahue, 4As
MASB Metrics Catalogue Project | Allan Kuse, MMAP Center
Measuring Return for CPG w/CLV Pilot Project | Rick Abens, Foresight ROI
What Lies Ahead for CLV | Leslie Wood, Nielsen Catalina
Common Language Wiki Project | Paul Farris, Darden
The MASB Book I Project | Craig Gugel, gugelplex.tv
Housekeeping, Announcements & Adjourn