The invitation-only MASB Winter Summit has become the most important annual gathering for experts driving the marketing accountability movement.
Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attended to network, listen to insights on recent advances, and participated in shaping the future of accountable marketing.
Delegates joined key leaders and influencers in charting the future of business at a number of events at the Summit.
David Haigh, CEO of Brand Finance, joined Tony Pace, President/CEO of MASB for a spotlight interview on the topic: The Financial Value of Brands Imperative - Why Brands Must Be Valued in Financial Term.
The full recording of the interview can be viewed below.
Marketing Accountability Standards Board - Where Marketing Activities Meet Financial Return
Marketing accountability drives business growth and empowers CMOs by
demonstrating Marketing’s contribution to enterprise value. MASB brings toptier marketers, measurement providers and academics together to establish and advance accountable marketing practices that drive business growth.
David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.
David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.
David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.
David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).
Tony Pace became President/CEO of MASB in 2017. He brings extensive experience from across the marketing spectrum, in roles of increasing responsibility at advertising agencies and as a marketing leader.
At Young & Rubicam and McCann-Erickson, he led brands such as Kentucky Fried Chicken, Coca-Cola and Capital One. As Chief Marketing Officer of Subway, he grew that brand to #2 in market share in the U.S. and #1 in locations worldwide. During his tenure, Subway’s brand value, as tracked by Millward Brown’s annual Brand Z assessment, rose from unranked to #40 with a brand value of over $22 billion.
A longtime board member of the ANA, he recently completed a two-year term as chairman. Tony’s goal with MASB is to raise the profile and influence of the organization to the benefit of the marketing community.
He earned his undergraduate degree at the University of Notre Dame and an MBA from The Wharton School at the University of Pennsylvania. His degree from Wharton is in Finance.
Marketing Accountability Standards Board - Where Marketing Activities Meet Financial Return
Marketing accountability drives business growth and empowers CMOs by
demonstrating Marketing’s contribution to enterprise value. MASB brings toptier marketers, measurement providers and academics together to establish and advance accountable marketing practices that drive business growth.