Three Terrific New FINANCE in MARKETING Videos

We started the new year right with three new videos for our rapidly growing FINANCE in MARKETING Library on YouTube. Finance in Sponsorship-Linked Marketing: University of Oregon Marketing Professor T. Bettina Cornwell demonstrates the financial impact of sponsorships on ROI and ROO. Reach vs. Impressions: Liquid Senior Digital Strategist Nikki Kyriakopoulus on the difference …

2019: The Year in Marketing Accountability

Marketing accountability is becoming an international movement and MASB is representing U.S. interests in the development of new global standards while leading the charge to link marketing actions to financial performance. This was a banner year for new marketing accountability resources from the Marketing Accountability Standards Board. Take advantage of them! Monthly usage of …

Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation

This is part four in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for …

Sponsorship Accountability Part 3: The Business Case for the Business Case

This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. In this third part, we examine the importance of establishing a …

Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit

Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships be allowed to seed, grow and flourish. Ideally, the sponsorship will synch with the brand’s evolution in achieving key milestones along its trajectory. It’s important to identify specific markers or …

Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?

Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous achievement by an athlete, a sponsorship is often involved. Sponsorships are woven into our culture and are integral to supporting some of the most memorable moments in the human experience. …

Sinclair and Keller, Meier Honored at Summer Summit

Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D., were jointly awarded the inaugural Margaret H. Blair Award for Marketing Accountability. They co-authored two articles published in the Journal of Brand Management, A Case for Brands as Assets (2014) …