Joanna Seddon

Joanna Seddon is a highly accomplished brand strategy expert and business leader with over 20 years of experience in the field. She is currently the Managing Partner at Presciant, a brand consultancy she co-founded in 2020.13

Professional Background

Seddon has held several prominent positions throughout her career:

• CEO of the Marketing Accountability Standards Board (MASB) since September 202223
• President of Global Brand Consulting at Ogilvy & Mather from 2010 to 20203
• CEO of Millward Brown Optimor/Kantar Consulting from 2005 to 20103
• Founding Partner and Executive Vice President of Worldwide Strategy Consulting at FutureBrand from 1997 to 20043

Expertise and Contributions

Dr. Seddon specializes in helping clients maximize the financial potential of their brand and marketing strategies.1 She is recognized as a global expert in various aspects of brand management, including:

• Brand positioning
• Brand architecture
• Brand valuation
• Branding in mergers and acquisitions
• Brand and marketing investment
• Brand measurement and ROI
• Growth strategies

Throughout her career, Seddon has developed innovative approaches to brand and marketing strategy. Notable achievements include:

• Creating and implementing the BrandZ Top 100 ranking of the world's most valuable brands1
• Pioneering the integration of brand strategy and brand identity1
• Authoring "The Brand in the Boardroom," which won the WPP top Atticus prize12

Education and Recognition

Dr. Seddon holds a Doctorate from Oxford University.12 She is well-known as a speaker and writer on brand strategy, brand valuation, and marketing ROI issues. Her contributions to the field have been recognized with awards such as:

• The Margaret H. Blair Award for Marketing Accountability in 202124
• Reviving and reinventing the Marketing Hall of Fame, which she has chaired for nine years24

As the CEO of MASB, Seddon is committed to elevating the role of marketing by demonstrating its tangible business impact and financial value to companies.24