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 …

Continuous Improvement Requires Common Purpose

What does it take to achieve continuous improvement in financial performance? With the Marketing Accountability Standards Board perfecting its Continuous Improvement in Return Assessment process, Jim Meier, Senior Director of Marketing Finance for MillerCoors, led a marketer panel discussion on the topic at the recent MASB Summer Summit in Boston. Participants included Kelly Johnson, …

Panel Calls for Greater Brand Visibility on Financials

“We’re at a point in time where the marketing sphere is very much ready to take action,” says Tony Pace, “more so than they may have been in the past.” Pace, President & CEO of the Marketing Accountability Standards Board, was leading the Marketing-Analytics-Finance Working Together panel at MASB’s Ten Year Anniversary Summit, Aug. …

Ten Years of Marketing Accountability Celebrated

Past, present and future were celebrated at MASB’s Ten Year Anniversary Summit & Board Meeting held in Boston, Aug. 10-11. Marketing Accountability Foundation Chair Meg Blair recounted the origins of the marketing accountability movement through The Boardroom Project, a cross-industry/cross-discipline body of marketing scientists who agreed that measurement standards tied to financial performance are essential for proper resource allocation and results assessment. …

Why is ‘Brand’ Missing from Boardroom Discussions?

Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON FINANCIAL STATEMENTS Illogically, the treatment of brands on financial statements varies depending on how they came to be owned: …

Marketing Poorly Measured – But Solutions Exist

“Marketing is poorly measured…” learned students of Saudi Arabia’s Madinah Institute for Leadership and Entrepreneurship in a recent webcast presented by Neil Bendle, PhD, Associate Professor of Marketing at Ivey Business School and Advisory Council Chair of MASB, the Marketing Accountability Standards Board. They were also told, “…you can help change that.” METRIC ABUSE Bendle …

TV Still Has Tremendous Power To Move Markets

Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs,” at ARF Audience Measurement 2017 in Jersey City, NJ. According to data provided by MSW•ARS Research, …

Proving Marketing’s Contribution to Bottom Line

According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing Professionals at Forrester Research, authored the recently released paper, Collaborate With Finance To Prove Marketing’s Business Value. To be …