Does brand marketing drive long-term growth, and can we prove it?
When budgets tighten, brand marketing is often cut first, because its value is hard to prove to a CFO. In our Brand as Performance studies with Ally Financial, TransUnion, and Campbell’s, we measure what brand is worth, short and long term. MMA’s Great Debates and our research dig into why brand is hard to defend, and how to defend it.
Watch
56:19
How We Spend & What We Say: The State of Advertising Spend
MMA and MediaRadar analyzed five years of advertising across 10 industries and 6 channels. The biggest differences are between categories, not channels or years.
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Vassilis BakopoulosMarketing + Media Alliance
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Jay NielsenMediaRadar
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Marc GuldimannAdelaide
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Dena WeatherheadWorkday
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Joel RubinsonRubinson Partners, Inc.
22:39
New Proof: Brand Is Worth More Than You Think
Jul 20, 2026
8:46
9:26
33:27
52:40
57:02
55:44
Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?
+2Jan 14, 2026
55:44
54:33
53:46
Video & CTV in 2025: Unlocking an Emerging Strategic Powerhouse
+2Sep 17, 2025
30:40
31:36
Unlocking Brand Growth: New Insights from the Fusion of Attitudes and Behaviors
Nov 21, 2024
59:10
Breakthroughs in Audience Strategy: Debunking the Short and Long-Term Myth of Marketing
+1Sep 25, 2024
1:01:45
10:18
24:22
1:01:08
32:29
36:14
1:02:54
59:08
Movable Middles Growth Framework®: Using Moneyball to Drive Marketing Growth
Aug 9, 2023
33:46 
14:44 
8:22
Brand as Performance (BaP) - Update from MMA
May 18, 2022
Personalisation & Privacy - An Industry View
Nov 11, 2021
46:37
MMA The Great Debates: Academics Perspective
Jul 20, 2021
19:35
Keynote: Marketing Growth Frameworks Rethink
May 20, 2021 · APAC
15:32
46:22
The Great Debates: CMO Debate Panel: Part of MATT Unplugged
+2May 19, 2021
21:32
How GE Leaned into Purpose to Refresh its Brand
Apr 7, 2021
27:08
21:07
Brand As Performance
Oct 21, 2020Read
The State of Advertising Spend based on five years of cross-industry data.
Member-only access What if you're trying to acquire the wrong customers? Most acquisition models are built to answer one question: who's likely to buy? But the smartest companies are asking something harder…
Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing…
The Modern Marketing Reckoner 2025-2026 Indonesia serves as a strategic compass for marketers navigating an era defined by rapid transformation, technological disruption, and shifting…
Marketers know brand builds growth—but until now, proof was elusive.
The Modern Marketing Reckoner 2024 Report is a comprehensive resource to empower industry leaders with forward-looking strategies and scalable business solutions for 2025, leveraging new…
We are on the cusp of a creative revolution. Conducted in partnership with Canva, and based on the input of close to 100 senior creative decision makers, MMA Global's first benchmark study…
Present you the release of awaited Annual Report: Brand Safety and Martech 2024. This report unfolds how AI revolution, brand building, campaign, attention, the emerging influencers…
In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating…
Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2024. It…
The MMA Global Indonesia Brand Safety & MarTech 2023 Report delves into different viewpoints, insights, and effective approaches regarding brand safety strategies and the implementation of…
MMA Vietnam partnership with Decision Lab to present "The Connect Consumer Q4/2022." The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study…
CDO Perspectives 2022 is a compilation of the results from 50 interviews conducted by professors from the University of Oxford, discussions by MMA’s Chief Digital Officer Board, plus a…
The Evolving Role of the Chief Digital Officer is a report for MMA Global based on in-depth interviews with 50 CDOs from global companies across multiple industries conducted by the Oxford…
The State of CDO Benchmark Survey is a statistical consolidation of The Evolving Role of the Chief Digital Officer & CDO Perspectives 2022. Key findings include: CDO vision is tied to…
To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. But as complexity grows, marketers face increasingly difficult choices about…
The MMA Global Indonesia Brand Safety & MarTech report explores various perspectives, insights and best practices on brand safety strategy and marketing technology implementation. In this…
Member-only access The movable middles are open-minded consumers defined by their mid-range probability of buying the brand. They’re not people who purchase the brand’s products at every turn, but they don’t…
This session summarizes the six marketing growth frameworks presented as part of the series and provide strategic guidance around the pros, cons, and considerations of each.
Member-only access 
Member-only access For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right…
Member-only access 
Cost Per Visit (CPV) is a new metric that marketers – particularly retailers – should pay attention to, as it is an innovative way to use location data that connects media directly to store…
A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global…
A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows…
Half the planet already plays games. Most brands still show up for kickoff and miss the basket three days earlier. The Modern Gaming Marketing Playbook rebuilds gaming strategy around six…
The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57%…
Peak Season Playbook is a strategic retail media guide designed for Türkiye's unique calendar of overlapping demand moments, including Valentine's Day, Ramadan, Mother's Day, Back to…
Peak Season Playbook is a strategic retail media guide built for Türkiye's overlapping peak periods: Valentine's Day, Ramadan, Mother's Day, Back-to-City, and Legendary November. Each…
Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI…
Advancing Knowledge. Empowering Our Community. Shaping the Future of Marketing. As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to…
In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have…
Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading…
The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region…
Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic…
In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic - businesses experienced a boom in e-commerce, digital…
Behind the work
- Gold Winner · North America · The ESOMAR Awards 2025 Best Data-Driven Marketing Strategy
- Silver Winner · Globee® Pioneers Awards 2026 Data-Driven Marketing & Insights
- Silver Winner · i-COM Data Creativity Award 2024 General Marketing Sciences — 2nd Place
- Winner · ANA Genius Awards 2023 Genius Award — Marketing Analytics Growth
Movable Middles Growth Framework™
Research Challenging Conventional Marketing Growth Frameworks by Proving Targeting in the Digital Age Matters Most
- Silver Winner · Globee® Pioneers Awards 2026 Data-Driven Marketing & Insights
