Ten Years of Marketing Accountability Celebrated

Past, present and future were celebrated at MASB’s Ten Year Anniversary Summit & Board Meeting held in Boston, Aug. 10-11. Marketing Accountability Foundation Chair Meg Blair recounted the origins of the marketing accountability movement through The Boardroom Project, a cross-industry/cross-discipline body of marketing …

Brand Preference Drivers Identified

Last year, Frank Findley presented Brand Investment & Valuation Project Phase I at the ARF ReThink Conference. On Mar. 8, Frank presented BIV Phase II: Establishing Drivers of Brand Preference/Choice in an ARF webcast. The question being answered is: “What marketing/advertising drivers …

2016: The Year in Marketing Accountability

This year saw many gains toward establishing marketing measurement and accountability standards across industry and domain. MASB’s first book was published! Accountable Marketing: Linking Marketing Actions to Financial Performance features game-changing work by 20 Finance and Marketing thought leaders. MMAP audits …