PUBLICATIONS & PRESENTATIONS

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 WHITE PAPERS.

RECENT PUBLICATIONS

ACCA Global:  The Knotty Problem of Brand Valuation – Bendle Sep 2017
MASB Positioning Statement:  Why is Brand Missing from Boardroom Discussions? Aug 2017
ANA Marketing Maestros:  Advertising Should Remain Short-Term Expense – EDH Feb 2017
Journal of Brand Management: 
Brand value, accounting standards, and mergers and acquisitions: “The Moribund Effect” – Sinclair/Keller Jan 2017


RECENT PRESENTATIONS

MASB Summer Summit 2018:
Bringing Brand into the – Barron (Deloitte) Aug 2017
ESPN Cross Platform Effectiveness – Johnson Aug 2017

MILE Talk: Marketing is Poorly Measured; You Can Help Change That- Bendle July 2017
ARF AM: Television’s Brand Building Power: From GRPs to PRPs – Johnson/Findley Jun 2017
ARF Webcast: Establishing Drivers of Brand Preference/Choice – Findley Mar 2017 PDF


PAST PUBLICATIONS

CFO: Readers Sound Off: Accounting for Brands – May 2016
CFO: Proposed Mega-Deal Underscores Flawed Accounting Rule – Sinclair/Blair Mar 2016
Ad Age: One Marketing Metric to Rule Them All? Group Believes It Has One – Neff  Nov 2015
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
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

PAST PRESENTATIONS

2017

Winning in the Connected World: Aligning Finance and Marketing – Moffett (Forrester) Feb 2017
Continuous Improvement in Return Best Practice Company – Bennett (Tyson) Feb 2017
Digital Marketing Best Practices – Wadler (Leapfrog Online) Feb 2017

2014 – 2016

Leading Practices for Continuous Improvement in Return – Banks Aug 2016
Applying Analytics to Human Resources – Kuehn Aug 2016
ISO-TC289 Brand Evaluation Project – Hrebicek Aug 2016
MSI Webinar: Accountable Marketing – Stewart May 2016
ARF Re!Think: BIV: A New Empirical Approach – Findley/Venugopal Mar 2016 VIDEO
Adding Brand Value to Enterprise Financial Systems – Hahn/Meier Feb 2016
Perspective on Advertising Capitalization and Taxation – Moore Feb 2016
Measuring Return from PR and Social Media – Paine Feb 2016

MASB Research Fellowship Project – Sinclair August 2015

Corporate Brand as Valuation Model – Gregory August 2015
The CMO’s Role in the Accountability Journey – Forbus February 2015

Academic Perspective: Defining Marketing ROI – Hanssens February 2015
The International Valuation Standards Council – Sherman February 2015
Valuing & Reporting Brands as Assets – Sinclair August 2014
MillerCoors Speaks at ANA – Meier & Berg May 2014
MillerCoors Speaks at ANA – Meier & Berg May 2014  (prose version)
Frito-Lay & MASB Speak at ARF RE!THINK – Blair, Forbus & Davis March 2014
Where Marketing Stands, Part 1 – Taylor & Reibstein February 2014
Where Marketing Stands, Part 2 – Banks & Blair February 2014
IFR Keynote Panel (APP, CFAI, FASB, BlackRock, LMU) – Mills February 2014
Marketer Panel: Marketing & Finance – Richardson & Meier February 2014

2011 – 2013

 Marketing & Finance “Pairs” III Panel–Meier August 2013
Marketer Panel: Beyond Metrics – Richardson August 2013
CMO & CFO Top Concerns (ANA Surveys) – Tharpe August 2013
Update on Brand Valuation: What More Is Known – Ciccarello August 2013
Keynote Panels: Marketing & Finance Pairs I & II – Scaramuzzi February 2013
Putting It Together: Delivering On Accountability – Stewart February 2013
Brand Valuation: What More is Known – Fischer February 2013
Integrated Financial Reporting – French February 2013
Year V MASB Report – January 2013
Improving Financial Reporting With Brand Valuations – August 2012
Growing the GE Brand – Cayabyab February 2012
Communicating Value in the 21st Century – Laux February 2012
Branding Valuation and Tax Implications – Moore February 2012
Year IV MASB Report –
January 2012
Rationale & Proposed Principles for Brand Valuation – Sinclair August 2011

Brand from Investor Side – Pirie August 2011
Brands on the Balance Sheet: Is There a Choice? – Sinclair August 2011
The Need for Brand Valuation Standards – Liodice February 2011
ISO 10668 Brand Valuation – Scholz February 2011
Partnering w/Finance & Accounting to Change the Rules – Allen February 2011
FASB Research Initiative (FASRI) – Bloomfield February 2011
Year III MASB Report – January 2011

2005 – 2010

How FASB Sets Standards & Considerations for MASB – Bielstein August 2010
Marketing & Finance Align on Role of Marketing – Reibstein August 2010
Beyond Science: Driving Behavioral Change Essential – Taylor August 2010
Bringing Marketing to Wall Street – AMA Winter Educators’ Conference – February 2010
Yr II MASB Report – January 2010
CLV Roadmap for CPG – Abens October 2009
Year I MASB Report – January 2009
Lessons from The Quality Movement – Stewart September 2008
What The ARF Is Hearing From Its Members – Rubinson August 2008
ANA Member Perspective – Bacci Mirque August 2008
DMA Perspective – Johnson August 2008
Bottom Line – Stewart, April 2008
Navigating Barriers, Opportunity and Change – Blair March 2007
Summary of The Boardroom Project Winter Summit – February 2007
The MASB Vision – Blair, August 2007
How We Will Work Together – Sirkin, April 2007
The Language of Bottom Line Business – Riskey et al IIR February 2006
The Boardroom Project Brochure – February 2006
Measurement-Based Accountability Standards – Stewart ARF April 2005

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