After a remarkably productive and extended term as Advisory Council Chair for the Marketing Accountability Standards Board (MASB), Neil Bendle is taking a seat on the MASB Board of Directors. Member of the council since 2016 and chair since 2017, he is Associate Professor of Marketing at the University of Georgia – Terry College of Business. …
Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. A fundamental premise of the publication is that the measurement and analysis of the Financial Value of Brands [definition] demonstrates the material contribution of brands …
MASB Fall Summit 2022 at Columbia Business School was loaded with great presenters and outstanding content on numerous aspects of marketing accountability. Check out these sessions on the MASB Channel: To stay on top of MASB news and events, SUBSCRIBE TO OUR EMAIL NEWSLETTER.
Venkatesh “Venky” Shankar’s pioneering works on marketing mix models and attribution techniques have advanced the state-of-the-art in ROI measurement. Multiple marketers have successfully used these to annually benchmark their performance and adjust their marketing strategies and tactics. At its fall summit last week, MASB, the Marketing Accountability Standards Board, named Shankar, who is Ford …
David Haigh’s innovative work on techniques for financial brand valuation helped lay the foundation for brands to be treated as valuable corporate assets – an important theme for MASB, the Marketing Accountability Standards Board. At its fall summit last week, MASB named Haigh as one of two recipients of the 2022 Margaret H. Blair …
The American Marketing Association – New York interviewed new MASB CEO Joanna Seddon in front of the Charging Bull statue that symbolizes financial optimism and prosperity in New York City’s Financial District. “The Marketing Accountability Standards Board is an organization whose purpose is to elevate the CMO to their rightful place in their boardroom. …
Please join us for an exciting and thought-provoking program at MASB Fall Summit 2022, Thursday & Friday, October 13-14. We will be launching the new MASB brand and vision, sharing some powerful marketing content, presenting an important emerging issue, and discussing the role of the CMO. It takes place at Columbia Business School‘s new Manhattanville Campus in New York City. …
Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape brand perceptions to generate demand and drive organic growth. Measuring and quantifying the contribution that sponsorship programs have on brand building (ROO) and the financial value they drive (ROI), has …
Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns. The reinvigoration of the accountability functions of marketing through the lens of firm value as a key driver of marketing is the subject …
Meet MASB’s new CEO, Joanna Seddon, at MASB Fall Summit 2022, taking place Thursday & Friday, Oct. 13-14 at Columbia Business School‘s new Manhattanville Campus in New York City. Remote participation is available for Thursday only. Request your invitation today from events@themasb.org REMOTE SCHEDULE October 13, 9 AM – 5 PM ET (with lunch break) IN-PERSON SCHEDULE …