The founders of business design consultancy Ne-Lo have 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 explain how the fundamentals of modern marketing connect across an entire organisation.
As they began to share the AoM model and methodology, Ne-Lo founders Kieran Antill and Ross Hastings received requests from a range of agencies and companies eager to use AoM to build their internal alignment and capability. Interest has also come from educational institutions, with the AoM team delivering a session with University of Sydney Business School’s Executive MBA and working on a program with the Berlin School of Creative Leadership.
Hastings said that Ne-Lo sees AoM 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," he said.
“To achieve this, we actively encourage discussion, debate, challenges, and open dialogue – after all, Gray's Anatomy is on its 42nd edition and counting.”
Antill says 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," he said.
“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.
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