University of South Australia’s Ehrenberg-Bass Institute of Marketing Science is celebrating 20 years.
The Institute has the world’s largest centre for research into evidence-based marketing, advertising, brand equity, new and traditional media, buyer behaviour and shopper research.
Over the years the Institute has worked with brands such as McDonalds, Nestle, PepsiCo, and AstraZeneca.
Based at UniSA’s Business School, it now has a team of more than 70 marketing scientists, the Institute also runs advisory boards across North America, Europe and Australasia.
One of its biggest sponsors is global manufacturer of confectionary, pet care and food, Mars Inc, a company that hit a total annual revenue of US$50 billion in 2023 and in 2024 was ranked by Forbes magazine as the fourth largest privately held company in the United States.
A two-decade relationship was sparked when Ehrenberg-Bass Director, Professor Byron Sharp delivered a workshop at a Mars Inc. training conference in the early 2000s.
Mars Inc former global chief marketing officer Bruce McColl said the brand was looking for a real academic partnership.
"A place where the real work begins extending the Laws of Growth into practical application,” McColl said.
Mars revenue grew from US$25 billion to US$35 billion and led to 80-year-old brand Snickers – one of the most iconic products in the confectionary market – to experience sustained double-digit growth and a 30% lift in advertising performance effectiveness.
Professor Sharp said the Institute's 20 year journey has been fuelled by passion, perseverance and unwavering support from its incredible team and sponsors.
“The companies we work with are celebrating lower marketing costs, greater marketing effectiveness and, most importantly, revenue growth," Sharp said.
Global companies like Coca-Cola and Procter & Gamble have adopted Ehrenberg-Bass principles to optimise their marketing strategies.
Prof Sharp says the team’s work reveals insights that often challenge long-held beliefs in marketing.
“Our work shows that some of the world’s most innovative marketing solutions can emerge from unexpected places,” Sharp said.
“Adelaide is home to a team that’s driving global change in one of the world’s most dynamic industries."
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