October 17, 2025
MMA’s next chapter outlines what it means to lead proven marketing transformation, powered by groundbreaking, award-winning, CMO-validated models, frameworks, and knowledge
New York, NY, October 17, 2025 – MMA Global, Inc., the global non-profit industry body, today ushered in a new era as the Marketing + Media Alliance (MMA), crystallizing its evolution into a foremost global community of Chief Marketing Officers and senior marketing leaders. The repositioning signals the organization's foundational commitment to advancing marketers' ability to create value by uniting CMOs worldwide to shape the future of marketing, brands, and business. MMA is the only association that encompasses all parts of the marketing ecosystem at the governance level – including brand marketers, media, adtech, martech, agencies, and consultants – all working together, in support of CMOs.
New Visual Identity
"MMA is for CMOs, directed by CMOs, but supported by the whole marketing industry," said Greg Stuart, CEO, MMA Global. "We are committed to adding new knowledge to address CMOs’ and marketing's greatest unanswered questions and unlock its biggest opportunities. Our members aren't just talking about change — they're driving it. This new positioning makes it clear that we are an alliance for leaders who push marketing to deliver proven, enterprise-level impact. We believe that if a marketer were to implement all that MMA's Think Tanks and Labs have discovered, their company could raise its market valuation. We're proving that marketing can and does matter!"
New Mission and Purpose
With the mission to advance marketers' ability to create value, the non-profit Marketing + Media Alliance (MMA) develops revolutionary and award-winning models, frameworks, thought-leadership, and initiatives — many spanning several years and millions of dollars — to help CMOs confidently tackle their biggest challenges. All MMA Labs experiments and explorations provide proprietary and powerful insights and models.
Stuart added, "This rebranding is simply catching up to who MMA has already become." Founded in 2003 as the Mobile Marketing Association, the organization expanded its mission to broader marketing transformation in 2018 and formally changed its legal name to MMA Global, Inc. in 2022. Today's announcement cements that evolution. The repositioning includes a new purpose & mission, a complete brand message house, a naming hierarchy, a new logo, and brand guidelines. MMA thanks Lafayette American and CEO Toby Barlow for their support of today’s MMA.
With more than 825 corporate members worldwide, representing hundreds of thousands of marketers, and $10’s of billions in marketing spend, MMA's alliance is powered by action-oriented leaders who collaborate to take on the toughest challenges on the CMO agenda. For a list of MMA Global Board members, see below.
Invested Millions to Improve Marketing’s Impact
Over the past several years, MMA has invested millions of dollars that have redefined marketing science and knowledge, operating across four global think tanks — Measurement & Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), and Data & Customer Experience (DATT):
- Created the first-ever research method to measure the long-term sales contribution of brand marketing — revealing a *7x incremental lift* versus short-term campaign sales. (This alone was 5+ years and $3.5 million.)
- Developed a breakthrough ‘growth framework’ that appears to double campaign impact, outperforming every other known segmentation model measured.
- Conducted over two dozen AI-driven ad personalization experiments, yielding an *average performance lift of +160%* — with an upper achievement of +*272%* in machine learning optimization.
- Built the first organizational team measurement model that identifies which internal changes drive sales growth — and which changes reduce sales.
- Designed a financial formula for CMOs that directly connects marketing activity to enterprise value (now in final validation).
- Disproved long-held myths through neuroscience research that *time has zero relationship to advertising effectiveness* (an otherwise commonly held belief).
- And more
"*No other organization brings the same level of rigor to marketing as the MMA*,” said Norm de Greve, Global Chief Marketing Officer at General Motors and Chair of the MMA Global Board. *“The industry’s top leaders come together to take on marketing’s biggest opportunities and challenges – with hands-on experiments, open dialogue, and a collaborative spirit. That’s how we move the industry forward, together.”*
MMA runs more than 62 conferences worldwide annually in 16+ countries. Its flagship *CMO & CEO Summit*, now in its 15th year, achieved an 86% Net Promoter Score and drew more than 110 CMOs.
In this new chapter, MMA is issuing a bold call to action to the industry:
A Final Call to Action
“If you have ideas or are doing work that can revolutionize how marketers create value, bring it to MMA,” said Stuart. “We’ll test it, refine it, and make it real through our Think Tanks and Labs. This is your invitation to shape the next generation of marketing impact. This alliance is where breakthroughs begin.
To learn more about MMA Global and join the Marketing + Media Alliance, visit https://mmaglobal.com/
About the Marketing + Media Alliance (MMA)
The Marketing + Media Alliance (MMA) is the global, non-profit community of Chief Marketing Officers and senior marketing leaders *advancing marketers’ ability to create value*. Led by CMOs and supported by the entire ecosystem at the governance level — including brands, media, AdTech, MarTech, agencies, and consultancies — MMA develops evidence-based models, frameworks, and tools validated through multi-year, multi-million-dollar Think Tanks and Labs.
Operating currently across four global think tanks – Marketing Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), Data & CX (DATT), and more to come – MMA tackles marketing’s most challenging unanswered questions and translates findings into applied practices that are guaranteed to increase enterprise value. Headquartered in New York City, with operations in 16 countries across APAC, Europe, MEA, LATAM, and North America, MMA has more than 825 corporate members who gather at 62+ MMA conferences worldwide, and flagship gatherings in the U.S., including MMA’s POSSIBLE in Miami and MMA CMO & CEO Summit in Santa Barbara. Learn more at https://mmaglobal.com/
The Marketing + Media Alliance includes the world’s most influential marketers and partners, including: AB InBev, Adobe, Ally Bank, Amazon, Apple, AT&T, Bank of America, BCG, Campbell’s, Canva, Colgate-Palmolive, CVS Health, Delta, Diageo, Discord, Discover, Disney, Eli Lilly, E*Trade, EY, Ford, General Motors, Google, Hershey’s, Hilton, Home Depot, Interpublic Group, JP Morgan Chase, Kellanova, Kroger, LinkedIn, LiveRamp, L’Oréal, Major League Baseball, Marriott, Mastercard, McDonald’s, Merck, Meta, Microsoft, Molson Coors, National Football League, NBCUniversal, Netflix, Pinterest, Progressive, Reddit, Roku, Salesforce, Samsung, Sephora, Snap, Target, The Trade Desk, T-Mobile, Tubi, Uber, Unilever, Visa, Walmart, X, Yahoo – and many more.
About Lafayette American
Lafayette American is a Cannes Lion, D&AD, and Gold EFFIE award-winning independent ad and design agency based in Detroit, MI. L|A specializes in creative strategy, design, and content for ambitious brands. The agency has worked with Ford, Netflix, Amazon, Google, Mazda, Deel, iHeartMedia, Chewy, Merrell, StockX, Spotify, Owens Corning, Borg Warner, McClures, Kodiak, Goldbug, and more. It recently launched a specialized cultural marketing arm called GLAM Arts. https://www.lafayetteamerican.com/
For media inquiries:
Greg Stuart
CEO, MMA Global [email protected]
+1 631 702 0682
MMA Global Board of Directors:
Global Board Executive Committee:
Chair: Norman de Greve, Global Chief Marketing Officer, General Motors
Charisse Hughes, SVP, Chief Growth Officer, Kellanova
David Mogensen, VP of Global Marketing, Uber
Lynne Biggar, EVP, Chief Marketing Officer, formerly Visa
Nicola Mendelsohn, VP, Global Business Group, Meta
Jack Philbin, Co-Founder, President & CEO, Vibes
Janet Balis, Managing Director and Partner, BCG
Chair Emeritus: Kellyn Kenny, Chief Marketing & Growth Officer, AT&T
Chair Emeritus: Deborah Wahl, SVP, Global Chief Marketing Officer, formerly General Motors
Chair Emeritus: Karin Timpone, EVP, CMO, formerly Major League Baseball
Chair Emeritus: Luis Di-Como, EVP, Global Head of Media Unilever, formerly Unilever
Chair Emeritus: John Costello, President, Global Mktg & Innovation, formerly Dunkin'
Treasurer: Sean Macnew, Chief Financial Officer, Vox Media
Global Board Members:
Noha Abdalla, CMO, Choice Hotels International Zena Arnold, Chief Marketing Officer, Sephora
Lara Balazs, Chief Marketing Officer and Executive Vice President, Global Marketing, Adobe
Molly Battin, SVP & Chief Marketing Officer, The Home Depot
Gail Horwood, Chief Marketing & Customer Experience Officer, US, Novartis Pharmaceuticals
Zach Kitschke, Chief Marketing Officer, Canva
Vineet Mehra, Chief Marketing Officer, Chime
Marcel Marcondes, Global Chief Marketing Officer, AB InBev
Mike Raffensperger, President, Sports, FanDuel
Sherina Smith, Enterprise Chief Marketing Officer, American Family Insurance
Marisa Thalberg, EVP, Chief Customer & Marketing Officer, Catalyst Brands LLC
Thomas Ranese, Chief Marketing Officer, Intuit
William White, Chief Marketing Officer, Walmart U.S.
Angela Zepeda, Global Head of Marketing, X
Toby Barlow, CEO & Creative Chief, Lafayette American
Keith Bryan, President, Best Buy Ads, Media & CRM, formerly Best Buy
Tom Duncan, Vice President, Head of Marketing, formerly Kroger
Rebecca Messina, Chief Marketing Officer, formerly Uber
Barbara Messing, Chief Marketing & People Experience Officer, formerly Roblox
Matt Derella, VP LinkedIn Marketing Solutions, LinkedIn
Sean Downey, President, Americas & Global Partners, Google
Rita Ferro, President, Global Advertising, The Walt Disney Company
Wes ter Haar, Founder, Monks & Executive Director at S4 Capital Group
Jacki Kelley, EVP, Chief Client and Business Officer, Interpublic Group
Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal
Amy Reinhard, President, Ads, Netflix
Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising, Microsoft
Todd Teresi, VP, Advertising Platforms (App Store Search Ads & Apple News), Apple
Lisa Utzschneider, Chief Executive Officer, Integral Ad Science
Bill Watkins, Chief Revenue Officer, Pinterest Rob Wilk, Chief Revenue Officer, Yahoo
Krishan Bhatia, VP, Global Video Advertising & Partnerships, formerly Amazon Ads
Blake Chandlee, President, Global Business Solutions, formerly TikTok
Peter Naylor, VP of Global Advertising Sales, formerly Netflix
Michael Schoen, EVP / GM, Marketing Solutions, formerly TransUnion
John Trimble, Chief Advertising Revenue Officer, formerly SXM Media
Regional Representatives to Global Board:
LATAM: Alberto "Banano" Pardo, Founder & CEO, Adsmovil
EU: Carol Chen, Shell Mobility Global CMO and Chairman Shell Brand International
NA: Andrea Brimmer, Chief Marketing and Public Relations Officer, Ally