Ehrenberg Bass Institute Professor Byron Sharp joins Black T-Shirts podcast as final guest

Released today, Professor Byron Sharp of the Ehrenberg Bass Institute is the final guest for series one of Black T-Shirts podcast.

Professor Sharp explores the relationship of creativity and marketing sciences, and how he embraces creativity when building the Ehrenberg Bass Institute’s brand.  The episode also explores the role of research in the creative process.  Professor Sharp explains that advertising pre-testing (qualitative or quantitative) has next to no role in good marketing, and encourages marketers to not do it.

Other hot topics covered include:

• – Why do media agencies continue to recommend bursts of media spend rather than continuity? Same as activations and sampling – why is it done in bursts?
• – Why the Ehrenberg Bass Institute’ logo is an owl.
• – Why marketers and advertisers should focus more on creating advertising they like rather than trying to create stuff they think other people may like.
• – Why a lot of brand tracking and pre-testing are at odds with what marketing sciences says works.
• – Weirdly, we also find out what a focus group thinks of the idea of a focus group.

Says Brent Smart: “Professor Sharp continues to have a significant impact on how the best marketers in the world are doing marketing.  It was fascinating to hear a bit more about what drives him, and how creative his own approach to brand building is.”

Black T-Shirts is a podcast on the LiSTNR network, co-hosted by Adam Ferrier and Brent Smart.  Its goal is to inspire and create more creativity in marketing.  The 12 guests for series 1 included:

• – Ben Tollett (ECD of Adam&EveDDB, and co-creator of the John Lewis Christmas ads),
• – Claudine Cheever (VP Global Marketing Amazon),
• – Mat Baxter (CEO of Huge),
• – Cindy Gallop (Founder of Make Love Not Porn),
• – Leo Premutico (Founder and Creative Chairman of Johannes Leonardo),
• – Allan Johnston (the ‘jo’ in MOJO),
• – Nick Worthington (ECD / Founder of The Tuesday Club),
• – Fernando Machado (CMO of Activision),
• – Nils Lenard (CCO / Founder of Uncommon Studio),
• – Bianca Guimaraes(Founder and ECD of Mischief),
• – Justine Armour (CCO of Grey NYC),
• – and Professor Byron Sharp (Director at the Ehrenberg Bass Institute)

If you’ve got any suggestions for guests you’d want to hear from in series two please hit us up. But right now, don a Black T and have a listen to Professor Sharp https://www.listnr.com/podcasts/black-t-shirts/byron-sharp-owls-outsider-science