MARKETING ACHIEVEMENTS

Australian marketing expert Byron Sharp honoured by AMC partner body

By our African Marketing Confederation News Team | 2025

Dr Sharp received the European Marketing Confederation’s Lifetime Achievement Award as part of the first International Day of Marketing.

The European Marketing Confederation (EMC), a partner of the African Marketing Confederation (AMC), has honoured Australian marketing guru, Dr Byron Sharp, with its prestigious Lifetime Achievement Award for Marketing.

Dr Sharp is best known for his groundbreaking book ‘How Brands Grow’, which has fundamentally changed how marketers think about brand growth. His work has inspired professionals across the globe to embrace evidence over intuition – shifting the marketing discipline toward data, reach, distinctiveness and scientific rigor.

Dr Byron Sharp. Photo: LinkedIn

As Director of the Ehrenberg-Bass Institute, a global research institute focused on marketing science, Dr Sharp has published over 100 peer-reviewed articles and continues to be one of the most cited voices in marketing science.

“His influence on the marketing industry cannot be overstated,” said Dr Ralf Strauss, Chairman of the EMC. “His boldness in challenging industry orthodoxy and his dedication to advancing the discipline make him a deserving recipient of this award.”

International Day of Marketing

The award was made by the EMC on 27 May, as part of the first International Day of Marketing. The date was chosen to coincide with the birthday of marketing guru Philip Kotler, born on that day in 1931. The day aims to highlight the importance of marketing in business and society, promote pride in the profession, and celebrate marketing in a bright way.

On his LinkedIn profile, Dr Sharp describes himself as “an old-fashioned scientist (known for research that seeks to discover and describe law-like patterns). But I study a ‘new’ area – marketing (buying behaviour and brand competition)”.

The Ehrenberg-Bass Institute, based at the University of South Australia, is staffed by 50-plus academic personnel. Their pioneering work is supported by corporations around the globe such as General Motors, Henkel, Lindt, PepsiCo, Mondelez, Mars and Novartis.

Late last year, the European Marketing Confederation and the African Marketing Confederation announced that they have joined forces to enhance the global marketing landscape through a strategic partnership focused on sharing best practices, advancing skills, and promoting education in marketing, sales and service.

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