The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was presented by Latha Sarathy, Chief Research Officer at the Association of National Advertisers. Kerry Benson, Creative …
Many marketers are interested in the financial dimensions of creativity and how creativity should be managed. In the new MASB white paper, Measuring Financial Return on Creativity, MASB Chair David W. Stewart, Ph.D., introduces the MASB Measuring Creativity Initiative. “We’re trying …
Fireside Chat: Mark Stouse, CEO, Proof Analytics Mark Stouse, former CCO and VP at BMC Software, discusses with MASB CEO Joanna Seddon why people should stop seeing Data Analytics as “a judge in black robes” when they should be seeing …
