Forbes & MASB Meet on Fifth Avenue

“It feels weird to be in a marketing meeting talking about accounting and finance,” commented John Kimmet of Celgene at How Marketers Drive Growth, the inaugural event of the Forbes Marketing Accountability Initiative powered by MASB. The purpose of the Dec. 6 gathering at Forbes on Fifth Avenue in New York City was to …

February’s Winter Summit Agenda

2018 Winter Board Meeting & Summit, Feb 22-23, New Orleans MASB is validating marketing’s contribution to growth. Join key leaders and influencers as we put the marketing accountability spotlight on DIGITAL ADVERTISING and BRAND SPONSORSHIP METRICS, with reports on our innovative projects and the Forbes Marketing Accountability Initiative powered by MASB. Start your marketing …

HOW MARKETERS DRIVE GROWTH Dec 6

The World’s Most Influential CMOs Gather at Forbes on Fifth to Discuss the Contribution of Marketing to Growth and Enterprise Value The Forbes CMO Practice and MASB will be hosting a morning workshop entitled “How Marketers Drive Growth” in a gathering of leading CMOs, Academics and Experts for a morning of discussion around the …

Forbes and MASB Team Up for Marketing Accountability Initiative

Forbes CMO Practice has joined forces with MASB, the Marketing Accountability Standards Board, to form The Forbes Marketing Accountability Initiative – powered by MASB. The goal is to help CMOs and the marketing industry communicate the contribution of marketing to enterprise value and identify common-sense ways to improve marketing accountability. At MASB Summer Summit …

MASB Tackling Sponsorship Accountability

According to the Independent Evaluation Group, global sponsorship spending on sports, entertainment, arts, causes and events is projected to increase from $60.1 to $62.8 billion in 2017. While sponsorship of sports-related properties is the largest share of spending, other forms of sponsorship have grown to the billion-dollar level in North America. Despite the size …

TV’s Brand-Building Power Still Potent

Is television as effective as it was in the 1980s? Has its role diminished to the point of non-viability? How does it compare to other media platform options available today?  These questions are answered in the MASB white paper Television’s Brand Building Power – from GRPs to PRPs, by MASB Executive Director Frank Findley, ESPN Vice …

New Orleans to Host Winter Summit 2018

MASB Winter Board Meeting & Summit 2018 will be held at the Sheraton Hotel, 500 Canal Street, New Orleans, from 9 am – 5 pm Thursday, February 22, with dinner afterward; and from 9:30 am – Noon Friday, February 23. This will be in conjunction with the 2018 AMA Winter Academic Conference. (AMA discount rate available through Jan. 19) Attendance …

SC Johnson’s Mukherjee Joins Marketing Accountability Foundation

The Trustees of the Marketing Accountability Foundation have welcomed Ann Mukherjee to their ranks. Mukherjee has been Global Chief Marketing Officer of SC Johnson & Son since October 2015. She previously served as PepsiCo’s President of Global Snacks Group and PepsiCo Global Insights, and Chief Marketing Officer and Senior Vice President at Frito-Lay North …

Notre Dame’s Gaski Joins Advisory Council

The MASB Advisory Council is pleased to announce the addition of John Gaski PhD, Associate Professor in the Mendoza College of Business at Notre Dame. His primary research interests are the societal impact of marketing activity and power in the distribution channel. He is also a strong proponent of marketing accountability: “Marketing tactics represent …