The benefits of tailored targeting: challenge Byron Sharp and grow your brand

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

The ubiquitous Byron Sharp has sold over 50,000 copies of his book, How Brands Grow, however, this year's entrants demonstrate that many in the advertising and marketing industry refuse to adopt his arguments as sacrosanct.

Is this because we simply thi

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