By Tom Knox

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 Read full story ›

Source: The Drum