Brand Authorities Sinclair and Keller Receive Blair Award for Marketing Accountability

Blair Award Winners

Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D., were jointly awarded the inaugural Margaret H. Blair Award for Marketing Accountability by MASB, the Marketing Accountability Standards Board, at its Summer Summit last week in Chicago.

Professor of Marketing at the University of the Witwatersrand in Johannesburg, South Africa, Sinclair was a greatly admired and respected specialist in brand valuation and accounting for brands. He was the designer of the globally recognized Brandmetrics valuation tool, and in 2011 he was commissioned by the Association of National Advertisers to draft A Rationale and Proposed Set of Principles for Brand Valuation.

In 2015, Sinclair, already a MASB Advisor, was appointed the first MASB Fellow with the objective of aligning marketing more closely with financial reporting, especially as it relates to acquired brands. He passed away unexpectedly in January 2016. The award was accepted by his son, Patrick Sinclair.

Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. His textbook, Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms worldwide. It is often referred to as the ‘‘Bible of Branding.’’

Sinclair and Keller co-authored two articles published in the Journal of Brand Management, A Case for Brands as Assets (2014) and Brand value, accounting standards, and mergers and acquisitions: “The Moribund Effect” (2017), an examination of how the values of acquired brands added to the balance sheet remain unchanged no matter how well brands might perform for the company over time.

“Thanks to you all for the award and the thoughtful recognition of the work Roger and I did,” said Keller. “This is a huge honor and it means a lot … especially with Meg Blair’s name attached. What a legend.”

Marketing science pioneer Margaret (Meg) Henderson Blair published numerous papers, was awarded two patents and had a profound influence on the field of marketing measurement. She was founding President and CEO of MASB and served as Chair of the Marketing Accountability Foundation.

The Blair Award for Marketing Accountability is presented annually by MASB to a marketing executive or academic that has implemented the principles of marketing accountability to: 1) drive business growth through continuous improvement in Marketing ROI; 2) prove the contribution of Marketing to enterprise value.

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Source: MASB (Marketing Accountability Standards Board)

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About Marketing Accountability Standards Board (MASB)

The Marketing Accountability Standards Board brings visionary marketers, academics and measurement providers together to establish and advance accountable marketing practices that elevate CMOs by driving brand and business growth through linking marketing activities to financial outcomes.

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