Debunking marketing's myths – insights from the AMEs 2012
David TiltmanWarc
Two sessions at the 2012 Asian Marketing Effectiveness Festival put many of the assumptions brands and agencies make about marketing communications under the spotlight.
Professor Byron Sharp, Director at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, used the conference to summarise findings from his book How Brands Grow. He was followed by Charles Wigley, Chairman of BBH Asia, and Rob Campbell, Regional Head of Strategy at Wieden & Kennedy, who between them pulled apart five pieces of muddled thinking that refuse...