Rex Briggs | MMA Global

Rex Briggs

Rex Briggs
Chief AI Officer, Claritas
SME, MMA Global

Rex Briggs was named 2022 Change Maker by the Marketing Research Council for his work on AI Personalization advertising and COVID modeling. He was named one of the dozen “best and brightest” in media and technology by Adweek, and one of the people to “watch and learn from” according to Brandweek. He has been honored with the Atticus Award for his work in direct marketing, and ESOMAR’s Fernanda Monti Award for his work in CRM. Rex has also won international research awards for his work in understanding website effectiveness and online advertising. His work in developing multi-touch attribution for online and offline media was nominated for the prestigious John and Mary Goodyear Award for best international research. His research has been translated into a half-dozen languages and he has taught at leading universities around the world.

Rex’s upcoming book, The AI Conundrum, examines the strengths and weaknesses of AI. It is expected to be released in this summer ( Rex is the best-selling author of “SIRFs-Up – How Algorithms and Software are Changing the Face of Marketing.” The book tells the story of how brands can better optimize advertising spend with equations known as “Spend to Impact Response Functions” (SIRFs) and how they will become an integral tool for marketers of every size and vertical for allocating budgets and forecasting business results. Rex also is the best-selling co-author of “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds” (written with Greg Stuart). The book draws learning from ROI measurement from 36 major marketers. The studies were designed by Marketing Evolution to track media expenditure in real time and offer solutions on how marketers can improve ad effectiveness. “What Sticks” was named the #1 marketing book by Advertising Age, and was featured on CNBC, Bloomberg, CNN, NPR and The Economist. Rex is an instructor for the Association of National Advertisers’ (ANA) School of Marketing, where he holds workshops on ROI measurement technologies and IMPACT Marketing.

Rex founded Marketing Evolution and sold majority control and exited in 2019. Rex is known as one of the world’s leading experts in marketing ROI measurement and optimization technologies. His expertise derives from direct experience measuring and improving the performance of a wide range of marketing programs for more than 100 Fortune 500 marketers.