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 …

Marketing & Finance Kick Off Brand Investment Project

Marketing and finance professionals from Kimberly-Clark, ConAgra, Hershey, Frito-Lay, MillerCoors and General Motors have begun the trial phase of the Brand Investment and Valuation Project. “Building the bridges empirically, and highlighting the measures as they link to each other, will be phenomenally powerful for our decision making process: It will allow us to make …

Unique Opportunity for Marketing & Finance Partnerships

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 Winter Board Meeting and Summit again highlighted this relationship, with charter members from Kimberly-Clark, ConAgra Foods, Hershey, General Motors, Frito-Lay and MillerCoors participating …

MillerCoors Joins MASB

Jim Meier and Bill Berg have joined MASB as Charter Members on behalf of MillerCoors. Trustees have appointed Jim as a MASB Director and Bill as an Advisor. Jim will be the first marketing finance practitioner on the MASB Board, and had this to say about their involvement: “Apart from talking to the MillerCoors …