PUBLICATIONS & PRESENTATIONS

The marketing accountability movement is inspiring writings by top players in both finance and marketing, and MASB project teams are leading the way. See also WHITE PAPERS.

RECENT PRESENTATIONS

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

MASB Winter Summit 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


RECENT PUBLICATIONS

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


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

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
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
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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