New CEO at Marketing Accountability Standards Board

Non-profit, the Marketing Accountability Standards Board (MASB) has appointed Joanna Seddon to serve as its CEO, while continuing as Managing Partner of Presciant, the brand consultancy she founded in 2020. She replaces Tony Pace, who passed away suddenly earlier in the year.

New York-based MASB is the official organization for standards, best practices, and everything to do with measurement of brand and marketing and their financial impact. The organization offers marketing metric certification, and represents the US in developing ISO global brand evaluation standards. Seddon (pictured) currently runs her own brand consultancy Presciant, having previously been President, Global Brand Consulting at Ogilvy & Mather, where she worked for more than a decade, and set up the agency's Brand Strategy Consulting practice. Earlier, she created the brand consulting practice at Millward Brown / Kantar and its BrandZ Top 100 ranking; and she co-founded Worldwide Strategy Consulting at FutureBrand.

According to David Stewart, MASB Chair, Seddon shares MASB's mission to redefine the role of a CMO by linking brand and marketing to business's financial impact. 'We are delighted that Joanna Seddon has agreed to lead MASB. We look forward to Joanna expanding the work and influence of MASB and the role of marketing in business success,' Stewart adds.

Seddon takes over the role from Pace, who had been President/CEO of MASB since 2017. Prior to this, he spent nine years as CMO of Subway, and was EVP at McCann, where he worked for fifteen years, having begun his career at Young & Rubicam. During his career, he also spent two years as Chair of the Association of National Advertisers (ANA). Following his death, among the many tributes, Scott McDonald, President & CEO, Advertising Research Foundation (ARF) said: 'Tony embodied marketing accountability and transparency. He set an example for us all and will be deeply missed.'

Web site: www.themasb.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.