New Year’s Resolution: Why getting noticed in 2016 is all about being disruptive, challenging and entertaining

Five years ago professor Byron Sharp from The Ehrenberg- Bass Institute in Australia published a book called “How Brands Grow”. Part two has just been published. (Oxford University Press). Whilst it has already caused quite a stir in marketing circles, I predict that 2016 will be the year that his evidence –based laws of marketing go mainstream and really start to influence the decisions that marketers and agencies make.

News 10 years ago Unknown author

In the latest of a series of predictions on the year ahead, Tom Knox, chairman of Mullen Lowe and president of the IPA, offers up his thoughts on what 2016 will bring.

Five years ago professor Byron Sharp from The Ehrenberg- Bass Institute in Australia published a book called “How Brands Grow”. Part two has just been published. (Oxford University Press).

Whilst it has already caused quite a stir in marketing circles, I predict that 2016 will be the year that his evidence –based laws of marketing go mainstream and really start to influence the decisions that marketers and agencies make.

In many respects what he says is revolutionary and extremely challenging to conventional marketing wisdom. If it’s not properly understood it can even seem to undermine much of what we deem to be ‘clever marketing strategy’.

I won’t try to summarise all the brilliant learnings contained within these two books here ( suffice to say that if you haven’t yet read them and you work in marketing you are not taking your career sufficiently seriously). But I will focus on rule three of his “seven simple rules for marketing” because it’s vital for advertising agencies and what we do.

Read the full article atThe Drum.