New Brand Evaluation Standard ISO 20671 is Marketers’ Golden Ticket

A new global standard for brand evaluation, ISO 20671, recognizes that a brand’s primary purpose is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted approach to monitoring their brands, and according to MASB, the Marketing Accountability Standards Board, …

Sponsorship Accountability Conversation to Continue at ANA Conference

A conversation on sponsorship accountability begun at MASB Winter Summit 2018 in February is slated to continue at the ANA Advertising Financial Management Conference, April 29 – May 2 in Hollywood, Florida. MASB Director Karen Ebben of Global Marketing Impact and MASB President/CEO Tony Pace, both members of MASB’s Sponsorship Accountability Metrics Project, will present …

College of Charleston Joins MASB

MASB is honored to welcome College of Charleston as a member. The Business Research Guide ranks it 15th among the top 30 prominent business schools for global business and study abroad programs. The school’s mission is “to prepare socially responsible students for career opportunities around the world.” Representing the school as a MASB advisor will be Robert Pitts, Professor of Marketing …

Forbes-MASB: How Marketers Can Create More Value

The Forbes CMO Practice and MASB are hosting an exclusive gathering of performance-led marketers to share proven ways to measure and grow the contribution of marketing investments and strategies to enterprise value. The event takes place May 17, 2018, 8AM to Noon at Forbes on Fifth in New York City. In this morning session, analysts, academics and marketing …

An Appreciation: Margaret Henderson Blair, Marketing Science Pioneer (1943–2018)

A LIFETIME OF ACHIEVEMENTS Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age as one of the nation’s 10 fastest growing research organizations Founding President and CEO …

Few Sponsors Have Standardized Process for Measuring Sponsorship Return

Billions of dollars a year are spent on sponsorships, but according to the Association of National Advertisers, just over one-third of marketers report that they have a standardized process for measuring their return on sponsorships. Bill Duggan, Group Executive Vice President at the ANA, presented to MASB Winter Summit 2018 preliminary results from the …

In Memoriam

It is with great sorrow that we announce the unexpected passing of our leader and driving force, Margaret (Meg) Henderson Blair. For the past year, she has served as Chair of the Marketing Accountability Foundation following ten years as Founding President and CEO of MASB. Although many were involved in forming the Marketing Accountability …

Who Was Who at MASB Winter Summit 2018

Our gathering last month in New Orleans was a terrific collection of marketing thought leaders putting their minds to such issues as sample quality, sponsorship metrics and digital advertising accountability. Check out the Who’s Who of Marketing Accountability from MASB Winter Summit 2018. Summits come twice per year. Don’t miss MASB Summer Summit 2018, August …

Creating Pillars of Quality for Respondent Sampling

“There are existing standards for sampling practices,” says Frank Findley, “but there is growing sentiment that they are not substantial enough for modern day. We’re looking to create pillars of quality that potentially extend the existing standards.” Findley, Executive Director of the Marketing Accountability Standards Board, led the Respondent Sample Quality Panel at MASB …