Meier & Berg of MillerCoors on MASB

Jim Meier (Sr Director Marketing Finance) and Bill Berg (Director, Market Intelligence & Commercial Analytics) spoke at the ANA Annual Advertising Financial Management Conference on behalf of MASB: “MASB has provided some important intellectual input into our efforts to totally transform our approach to marketing mix. We have moved beyond trying to understand best …

Forbus (Pepsico) & Davis (Frito-Lay) on MASB

Pam Forbus (VP Strategic Insights) and Scott Davis (VP Finance Revenue Management) at the Annual ARF Convention: “We’re working together to move beyond the “expert” masterful storytelling in pitching for marketing budgets, to rigorous estimation & forecasting, so that our unpredictable marketing delivers predictable results. We’re tackling accountability for the business results across functional …

AMA, ANA, MSI & MASB Kick Off Common Language in Marketing

In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The on-line marketing dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common …

More Game Changer Results in August

Marketing and Finance professionals from charter members Kimberly-Clark, ConAgra, Hershey, PepsiCo/Frito-Lay, MillerCoors and General Motors are in the trial phase of the Brand Investment and Valuation Project (BIV), developing an empirically proven model for valuing brands & guiding investment decisions. “Building the bridges empirically, and highlighting the measures as they link to each other, …

New & Renewing Members; Leadership Appointments

CoreBrand, Kearney Consulting, Darden (University of Virginia) and University of Cologne have all renewed their Charter memberships for another 3 years, and Boston University has become a new Charter member (for 3 years). Paul Farris (Darden) will continue as MASB Director, Jim Gregory (CoreBrand) and Marc Fischer (UofC) will remain Advisors, and MJ Tisor …

Prestigious Panel to Address Brands as Intangible Assets

“Why intangible assets (such as brands) are so important and why they should be counted” will be the topic of a financial panel convened by Esther Mills, Principle, Accounting Policy Plus. Joining her will be: Sandra Peters – Head, Financial Reporting Policy Group – Certified Financial Analysts (CFA) Institute; Jennifer Hillenmeyer— Practice Fellow, the …

Initial Results of Game Changer To Be Revealed in Feb

Marketing and Finance professionals from charter members Kimberly-Clark, ConAgra, Hershey, PepsiCo/Frito-Lay, MillerCoors and General Motors began the trial phase of the Brand Investment and Valuation Project (BIV), developing an empirically proven model for valuing brands & guiding investment decisions. “Building the bridges empirically, and highlighting the measures as they link to each other, will …

Leadership Appointments

The following have been appointed as Trustees of the Marketing Accountability Foundation: Randall Beard (Global Head of Advertiser Solutions, The Nielsen Company) Kamel Jedidi (John A. Howard Professor of Business, Columbia University B-School) George Ivie (Executive Director and CEO, Media Rating Council). And Trustees have appointed the following to the MASB Advisory Council: Peter …

“Pairs” to Participate in 2013 Summer Panel

Marketing and finance professionals are working together internally on accountability initiatives and now have the forum to network and benchmark with other marketing and finance professionals across organizations. The MASB 2013 Summer Board Meeting and Summit will again highlight this relationship, with the Marketing & Finance “Pairs” Panel III. Following is what a few …