| Page 4 | MMA / Marketing + Media Alliance

Defending Brand Marketing – Why Is It So Hard?

Wednesday, November 19, 2025 - 12:00pm to 1:00pm EST

Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? The second session will explore the persistent challenge of defending brand investment inside the boardroom. We’ll unpack what marketers are getting right (and wrong) in how they measure brand impact. Learn how to reframe brand as a long-term value driver, not a discretionary spend, and gain practical strategies to protect and prioritize brand investment.

Region:

Global

Speakers:

David Mogensen

VP of Global Marketing

Uber

Joel Rubinson

MMA MTA Expert & President

Rubinson Partners, Inc.

Ben Skrainka

Principal Economist

Amazon

Jim Lecinski

Clinical Professor of Marketing

Northwestern University's Kellogg School of Management

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Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?

Tuesday, November 11, 2025 - 1:30pm to 2:30pm EST

Attribution

Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In the first session we dive into the obstacles for Marketing in demonstrating impact in a way a CFO can trust. We’ll explore what it takes to link marketing activities to outcomes that matter and how to close the communication gap between Finance and Marketing. Walk away with actionable ideas to elevate Marketing’s financial fluency and secure its place as a measurable, strategic asset.

Region:

Global

Speakers:

Sean Macnew

CFO

Vox Media

Domenic DiMeglio

CMO & Chief Data Officer

Paramount Streaming

Scott McDonald, Ph.D.

CEO & President

ARF

Frank Findley

Executive Director

Marketing Accountability Standards Board

Rex Briggs

Subject Matter Expert

Marketing + Media Alliance

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Test Webinar

Thursday, December 26, 2024 - 11:00am to 12:00pm EST

Region:

Global

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Whitepaper

Proving Brand Marketing Drives Long-Term Growth

Marketers know brand builds growth—but until now, proof was elusive.

The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.

Webinar: The State of Personalization

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The State of Personalization

Tuesday, November 4, 2025 - 12:00pm to 1:00pm EST

CX / Customer Experience

Data

Personalization has moved from promise to pressure. New research from the Marketing + Media Alliance, EY, and Monks reveals how leading brands are pursuing personalization at scale—where it's working, where it's stuck, and what it takes to accelerate impact. Marketers report meaningful lifts from personalization, yet most programs still lean on manual execution and fragmented workflows. This session unpacks the reality behind the buzz and gives you a blueprint to move faster, smarter, and more profitably.

What You'll Learn

Region:

Global