The marketing accountability movement is inspiring works by top players in Finance, Analytics and Marketing – and MASB project teams are leading the way. For more, see MASB PUBLICATIONS.


Forbes: Why Marketers Need To Better Control The ESG Narrative • Diorio • April 2024
Accesswire: Proof Is the Only Go-To-Market Effectiveness Software Certified by MASB • April 2024
MASB: The Bud Light “Brand Divorce” Part 4 – Still No Reconciliation • Findley, Meier • March 2024


MASB: Bud Light “Brand Divorce” Continues – with no end in sight • Findley, Meier • July 2023
Barron’s: The Bud Light Boycott Dented Sales. These Companies Are Also Being Targeted • Cho • Jun 2023
Branding Strategy Insider: Lessons From Bud Light’s Brand Management Mistakes • Stewart • May 2023
MASB: Bud Light “Boycott” May Not End, Here Is Why • Findley, Meier • May 2023
Newswire: Digital Advertising: Taking a Hard Look at Targeting Accuracy and ROI •  Mar 2023
AdWeek: Making the Case for Your Marketing Budget in Turbulent Times • Paul Hiebert • Jan 2023


MASB: Impact of Financial Value of Brands Verified • Meier • Nov 2022
AMA-NY: Brilliance in Marketing: Marketing Accountability Standards Board • Merriam • Oct 2022
Journal of Marketing: How disclosing advertising spending can reduce investor and analyst uncertainty and possibly enhance firms’ valuation • Moon, Tuli & Mukherjee • Sep 2022
Media Village: The Repositioning of Marketing with Joanna Seddon • Harvey • Aug 2022
Forbes: Demystifying The Science Underlying Brand Positioning • Diorio • Aug 2022
Daily Research News: New CEO at Marketing Accountability Standards Board • Aug 2022
Newswire: New MASB CEO Determined to Elevate Role of Marketing • Decker-Hoppen • Aug 2022
MASB: Sponsorship Accountability Part 10 Name, Image, Likeness and Influence – What Have We Learned from the First Year of College Athlete Sponsorship? • Wokosin, Katz, Pace, Findley • Jun 2022
Customer First Thinking/DM Magazine: The Only Number That Matters • Stephen Shaw • Apr 2022
Sports Business Journal: Marketing and Sponsorship: ‘Tony liked the sizzle, but he demanded the steak.’ • Lefton • Feb 2022
Variety: Tony Pace, Former Subway Ad Executive… Dies at 64 • Steinberg • Feb 2022
MediaPost: The Ad Industry Lost a Legend and the ANA Lost a Friend • Duggan • Feb 2022


Washington Post: Those NCAA doomsday scenarios about NIL? Instead, it’s proven to be a cleanser • Jenkins (Pace quoted) • Sep 2021
Newswire: Common Language Marketing Dictionary Surpasses 30K Monthly Pageviews as It Celebrates 10-Year Anniversary • Sep 2021
Journal of Macromarketing: Introducing MASB and its Common-Language Marketing Dictionary • Gaski • Aug 2021
Newswire: Marketing Accountability Standards Board Releases White Paper Calling for Brands to Be Valued in Financial Terms • Jul 2021
MASB: The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms • Meier, Pace, Rao, Findley • Jun 2021
Digiday: As NIL era arrives, marketers find an influencer playbook • McCoy/Joseph (Pace quoted) • Jul 2021


Journal of Advertising Research: Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review • Findley/Johnson/Crang/Stewart Dec 2020 ARF Great Mind Award 2021- Best Practitioner Paper 
Forbes: Sponsorship Valuation Enters A New World (Tony Pace interview) • Talbot Oct 2020
MASB: Sponsorship Accountability Part 9 Name, Image, Likeness AND Influence • Katz/Pace Sep 2020
Newswire: New Collegiate Sponsorship Opportunity – Name, Image, Likeness and Influence • Sep 2020
MASB: Sponsorship Accountability Part 8 Can Social Media Drive Accountable Sponsorship? • Wokosin Jul 2020
WARC: Why TV ads need persuasion rating points • June 2020 
MASB: Sponsorship Accountability Part 7 Social Distancing – A Boon for eSports? Christensen/Ebben/Wokosin Apr 2020
MASB: Marketing’s Vital Role in Tackling the Covid-19 Pandemic • Findley Apr 2020
ISO Focus: What’s in a Brand? featuring Bobby Calder • Calder Mar/Apr 2020
Forbes: Proving The Financial Contribution Of Sponsorships To The Business • Diorio Feb 2020
MASB: Sponsorship Accountability Part 6 eSports – An emerging sponsorship opportunity as great as the Super Bowl? • Wokosin Jan 2020

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LinkedIn: Brand Finance wins the Grand Slam of Valuation Certifications • Dixit Dec 2019
Journal of Advertising Research: The Accountability Crisis In Advertising and Marketing – Self-Regulation and Deeper Metrics Are Needed to Survive the Digital Age • Stewart Dec 2019
MASB: Sponsorship Accountability Part 5 Measurement • Ebben/Christiansen/Pace Dec 2019
MASB: Sponsorship Accountability Part 4 Driving Sponsorship Value • Ebben/Christensen/Pace Nov 2019
MASB: Sponsorship Accountability Part 3 The Business Case for the Business Case • Ebben/Christensen/Pace Nov 2019
MASB: Sponsorship Accountability Part 2 Sponsorship Strategy and Brand Fit • Ebben/Christensen/Pace Oct 2019
MASB: Sponsorship Accountability Part 1 Elusive Dream or Quantifiable Reality? • Ebben/Christensen/Pace Oct 2019
Strategic Finance: The Financial Value of Brand • Calder Oct 2019
LinkedIn: On Sponsorship Measurement • Lagarda Aug 2019 
LinkedIn: AI & The Magic Customer-Getting Machine • Thompson Aug 2019
LinkedIn: Marketing Return on Investment: Is Yours Accountable? Taylor Aug 2019
Newswire: Trailblazer, Meier, Honored by MASB for Work at MillerCoors Aug 2019
Newswire: Brand Authorities Sinclair & Keller Receive Blair Award for Marketing Accountability Aug 2019
Forbes: Carpe Brand!  Why Marketers Should Seize the Moment, Embrace New Standards Pace Jun 2019
Forbes: How Transparent Is Your Marketing Spend? Diorio Apr 2019
Newswire: New ISO Global Standard Calls for Annual Brand Evaluations Mar 2019
Forbes: The Financial Power of Brand Preference Diorio Jan 2019


Forbes: Government Oversight Won’t Make Marketing More Accountable Diorio Oct 2018
Newswire: Definition of ‘Brand’ Continues to Evolve in the Marketing Sphere Decker-Hoppen Sep 2018
MASB: Brand Valuation vs. Brand Evaluation – What’s the Difference? • Decker-Hoppen Jul 2018
ANA/MASB: Improving Sponsorship Accountability Metrics Jul 2018
Newswire: Kantar’s Meaningfully Different Framework Completes MASB Metric Audit Jul 2018
Forbes: Why Investors Need Better Measures and Reporting… Diorio/Bendle June 2018
Newswire: New ISO Brand Evaluation Standard ‘Golden Ticket’ for Brand Owners May 2018
Forbes: New Global Standards For Reporting Brand Value Can Help CEOs… Diorio May 2018
Forbes: Marketers Need to Measure Twice Cut Once Diorio Apr 2018
Kellogg Insight: What Is a Brand Really Worth? Calder Apr 2018
Forbes: Taking the Risk Out Of The High Stakes Sponsorship Game Diorio Feb 2018

2017 and earlier

Forbes: Marketing Accountability – A CEO Blueprint • Diorio Nov 2017
ACCA Global:  The Knotty Problem of Brand Valuation  Bendle Sep 2017
MASB: Why is Brand Missing from Boardroom Discussions? Aug 2017
ANA:  Advertising Should Remain Short-Term Expense • Decker-Hoppen Feb 2017
JBM: Brand value, accounting standards, and mergers and acquisitions: “The Moribund Effect” Sinclair/Keller Jan 2017
CFO: Readers Sound Off: Accounting for Brands May 2016
CFO: Proposed Mega-Deal Underscores Flawed Accounting Rule • Sinclair/Blair Mar 2016
Routledge: Accountable Marketing: Linking Marketing Actions to Financial Performance Stewart/Gugel Feb 2016
Ad Age: One Marketing Metric to Rule Them All? Group Believes It Has One Neff  Nov 2015   PDF
GfKMIR: Keeps Working and Working: The Long-Term Impact of Advertising Hannsens Oct 2015
JBM: A Case for Brands as Assets Sinclair & Keller May/Jun 2014
MSI: Marketing Return on Investment: Seeking Clarity for Concept and Measurement • Farris/Hanssens/Lenskold/Reibstein 2014
Capco Journal: Valuing Brands Gregory & Moore Oct 2013
ANA: Rationale & Proposed Principles for Brand Valuation Sinclair  Aug 2011
Corporate Finance Review: Putting Financial Discipline In Marketing Stewart Oct 2006
ARF Re!Think: Measurement-Based Accountability Standards Stewart Apr 2005
JAR: Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in Business Blair/Kuse 2004