Ne-Lo founders launch new ‘The Anatomy of Marketing’ platform

Ross Hasting and Kieran Antill – the founders of Ne-Lo – have rolled out “a purpose-built platform set up to service brand and marketing agencies” – TheAnatomyofMarketing.org.

The announcement:

Founders of business design consultancy Ne-Lo, Kieran Antill and Ross Hastings, have together launched TheAnatomyofMarketing.org, a purpose-built platform set up to service brand and marketing agencies, as well as businesses directly.

First developed internally by Ne-Lo to help clients to take a company-wide approach to marketing, the Anatomy of Marketing (AoM) uses the analogy of the human anatomy to articulate how the fundamentals of modern marketing connect across an entire organisation. Providing the common language necessary for everyone to see their role in marketing and build a meaningful connection to the brand.

As they began to share the AoM model and methodology, Antill and Hastings received requests from a range of agencies and companies eager to use AoM to build their internal alignment and capability. Leading to the launch of www.theanatomyofmarketing.org to provide a dedicated platform for provision of team training and leadership alignment services to this new market.

Interest has also come from educational institutions, drawn by the proposition of a singular view of connected marketing fundamentals. The Anatomy of Marketing team has already delivered a session with University of Sydney Business School’s Executive MBA and is working on a program with the Berlin School of Creative Leadership.

Hastings says: “We have lofty ambitions for The Anatomy of Marketing; we see it transforming the marketing industry in the same way that Gray’s Anatomy revolutionised the medical industry. Providing a single reference point to drive innovation, focus education, and vastly improve client outcomes across multiple disciplines.

“To achieve this, we actively encourage discussion, debate, challenges, and open dialogue – after all, Gray’s Anatomy is on its 42nd edition and counting.”

Just as Gray’s Anatomy led to significant advancements in medical education, clinical practice, and research, The Anatomy of Marketing aims to similarly transform the marketing industry.

In education, The AoM could standardise learning, ensuring that all students have a solid and comprehensive foundation. In practice, it aims to harmonise approaches and language across the industry, leading to more effective and cohesive marketing efforts. Finally, in research, it would provide a common framework for exploring new theories and methodologies, accelerating innovation in the field.

Furthermore, as digital technologies, especially AI, become increasingly integral to marketing, Antill says the need for The Anatomy of Marketing has become even more pronounced.

He explains: “AI technologies are revolutionising all areas of business, none more so than marketing. However, this revolution brings complexity, as marketers must now understand both traditional marketing principles and the intricacies of AI and other digital technologies.

“AI will accelerate us towards rapid executions but until we release all control, we need the common language of the anatomy as a critical reference for effective, data-driven marketing decisions that leverage AI’s capabilities while remaining grounded in proven marketing fundamentals.

“This anatomy is not only to align humans, but also to train AI. Without it, brands will dilute themselves by choosing disparate executions versus a cohesive strategy that builds and the potential for existing misalignment and inconsistencies to be increased exponentially is high.”

Source: Catfish Media


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