Kantar’s Meaningful Different Salient (MDS) Framework, a conceptual and practical model to measure and diagnose brand equity, has achieved metric certification by the Marketing Accountability Standards Board (MASB) according to its Marketing Metrics Accountability Protocol, a formal process for connecting …
An up-and-coming social media marketing startup has joined the accountable marketing movement. New MASB member Reddify is a marketing tech company that describes itself as “a lean Gen-Z and Millennial team that is headquartered in Singapore … a marketing platform …
2024 was a most productive year for the Marketing Accountability Standards Board. Here are just some of the highlights: MASB Winter Summit was held remotely and featured panels on Measuring Creativity and A.I., Causal Analytics & Marketing Accountability. Nobuyuki Fukawa …
Don’t miss the next episode of our Making Marketing Accountable webinar series on Wednesday, January 8, 2025, when Ray Katz, COO of Collegiate Sports Management Group, breaks down a hot topic in sponsorship marketing: Naming Rights – Rights, Wrongs & …
The Marketing Accountability Standards Board is delighted to welcome new member Shiv Gupta and his data-driven marketing consulting firm, Quantum Sight. “We’re happy to add Quantum Sight’s unique perspective to our projects and our summit discussions,” said MASB Executive Director …
MASB has had an extremely successful year. As December draws to a close, we are overwhelmed! Our goal for 2024 was to make our vision a reality. As the year progressed, the need to elevate the CMO to their rightful …
Mark your calendar for MASB SPRING SUMMIT 2025, March 20-21 at Southern Methodist University Cox School of Business in Dallas, Texas! Program TBA. Non-members, request your invitation from events@themasb.org.
An extensive review of marketing research literature has produced a new definition of “marketing creativity,” published in the Universal Marketing Dictionary. Considered one of the most important and unique contributions of the marketing and advertising functions, creativity serves as a …
Join us Friday, October 25, Noon ET, for the sixth episode in our Making Marketing Accountable webinar series, eSports: Opportunities for Brands with Mike Wokosin, Adjunct Instructor of Marketing at Tippie College of Business, University of Iowa, and co-author of Sponsorship Accountability – A …
On Sep. 25, Neil Bendle, Associate Professor of Marketing at the University of Georgia and MASB Director, presented the webinar, Demonstrating the Value of Sustainability Investments. Marketing accountability provides a useful way to help demonstrate the value of investments in …