2017Annual Report
Entering new global markets
More users visiting our website and app
Each year we enter new markets and bring our knowledge to new countries. During 2017 we engaged with businesses in Australia, Austria, Brazil, China, Denmark, Finland, France, India, Ireland, Netherlands, New Zealand, Norway, Poland, Singapore, South Africa, Spain, Switzerland, United Kingdom and United States.
Website visits grew by 30% with 39,000 unique users visiting the site (13,000 more than the previous year).
Industry Engagement
111 seminars
This year, Senior Marketing Scientists delivered presentations to marketers all over the world. The most popular topics for 2017 were two of our flagship presentations: Laws of Growth and Mental Availability.
Photographer: Marko Mumm
Academic Achievements
International academics visit UniSA Business School
The Institute welcomed and collaborated with professors from universities around the world: Aarhus University (Denmark), Beijing Normal University (China), London South Bank University (UK), Université Toulouse (France), University of Oxford (UK) and York University (Canada).
During his visit to the Institute, Charles Spence, Professor of Experimental Psychology at Oxford University, shared exciting discoveries on product packaging that more effectively stimulate the senses of the consumer.
Helping charities grow
Marketers from 50 different South Australian charities / not-for-profit organisations were invited to a special one-day event focusing on evidence-based marketing decision making. The session, run by Dr Margaret Faulkner and Dr Cathy Nguyen, received overwhelmingly positive feedback from participants.
How Brands Grow - Live! fast-tracks Sponsors
Sponsors have embraced the option to fast-track their journey to evidence-based marketing with How Brands Grow – Live! This two-day intensive workshop covers the Institute’s core knowledge, and empowers teams to make smarter, more effective marketing decisions.
Helping Charities Grow presenters Dr Cathy Nguyen and Dr Margaret Faulkner
Gerald Goodhardt Research Fellowship
The inaugural Gerald Goodhardt Postdoctoral Research Fellowship has been awarded to Zac Anesbury. The fellowship is awarded by the Ehrenberg-Bass Institute to the highest performing PhD graduate and provides an opportunity to honour the legacy of Prof. Goodhardt through contributing to the community, the University, and the field of marketing science.
Fellowship recipient Zac Anesbury
71 articles in 35 journals and a parliamentary submission
While continuing to publish in top academic journals, we are also committed to seeing research have a real-world impact. This year, Assoc. Prof. Svetlana Bogomolova, Prof. Larry Lockshin and Nicole Richards gave a formal submission to the South Australian Parliamentary Inquiry into Retail Issues Faced by Primary Producers based on Institute research into local food producers and retailing.
Top global CMOs join advisory boards, and a new European chair
We welcomed global CMOs and marketing VPs from Anheuser-Busch, Britvic, The Boston Beer Company, Coca-Cola, Diageo, ESPN, HSBC, Mars and SC Johnson to our European, North American and Australasian advisory boards (see overleaf for a full member list). We were also very happy to announce Prof. Philip Stern as Chair of the European Advisory Board.
The 2017 North American advisory board meeting was held in New York
Our Corporate Sponsorship Program has grown bigger than ever with more Sponsors joining in 2017 than any other year. New Sponsors include Campari, Coca-Cola, Carlsberg, HSBC, Goodyear, Google, Microsoft, News America Marketing and Uber.
24 new Corporate Sponsors
Are Big Brands Dying? makes a global splash
Responding to the hot topic Are Big Brands Dying?, the Institute’s publicly available and widely released report gained media attention in AdAge, AdNews, B&T, Campaign Brief, Campaign Asia, Mumbrella, Warc, RW Connect (ESOMAR) and The Weekend Australian. A follow-up webinar for Corporate Sponsors attracted registrations from over 35 countries.
2 PhDs, 6 masters
We congratulated Marketing Scientists who completed a Masters or PhD. Their theses contributed to new knowledge on wine marketing, tourism, distinctive assets, advertising, luxury brands, media decision making, buyer behaviour, new brand launches and more.
Marketing textbook 2nd edition
Several years ago, we published our first marketing textbook: Marketing: Theory, Evidence, Practice. After the positive feedback we received, we agreed to release a second edition that includes new chapters, examples and case studies. We are proud to be helping future marketers embrace an evidence-based approach to their work.
Global ReachMedia mentions increase by 30%
The Institute’s star is rising with year-on-year growth in international media metrics. 2017 saw a record 250 media mentions internationally across TV, radio and podcast interviews, quotes and articles in magazines and newspapers, and mentions in industry websites and at conferences.
Ehrenberg-Bass returns to Cannes to talk targeting
How To Be a Smart Targeter – Prof. Rachel Kennedy and Dr Virginia Beal co-presented at the Warc event at the 2017 Cannes Lion International Festival of Creativity. They offered insights into the current trend of targeting too narrowly.
Australia
China
India
United Kingdom
South Africa
Switzerland
AustriaSpain
Ireland
Denmark
NorwayFrance
Netherlands
Finland
Poland
Brazil
United States
Singapore
New Zealand
+61 (8) 8302 0111
Ehrenberg-Bass InstituteUniSA Business School City West CampusLevel 4, Yungondi Building70 North TerraceAdelaide, SA 5000Australia
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