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.


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 July 2020
WARC: Why TV ads need persuasion rating points • June 2020
Journal of Advertising Research: Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review • Findley/Johnson/Crang/Stewart June 2020
4As: Business as Unusual: Marketing Through Crisis to Opportunity [webinar] • Kaplowitz/Pace May 2020
MASB: Sponsorship Accountability Part 7 Social Distancing – A Boon for eSports? Christensen/Ebben/Wokosin April 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
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
Austin Business Journal: Tiny Startup Helps Huge Brands Get Inside Customer Minds Mar 2018
Forbes: Taking the Risk Out Of The High Stakes Sponsorship Game Diorio Feb 2018


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

2016 and earlier

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/Reibstien 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