Origins of the AoM™
The Anatomy of Marketing™ (AoM) was created by Kieran Antill, an Executive Strategy and Creative Director, and Ross Hastings, an expert in organisational culture and executive alignment. It began as an innovation project at their Business Design Consultancy, Ne-Lo, with the aim of helping their clients more effectively navigate the complexity between strategy and customer value.
Exploring the problem in detail highlighted three things:
There is a pressing need for an agreed view of evidence-based marketing fundamentals
It’s critical to show how these apply and connect across an entire company
A effective solution must extend beyond theory to be actionable in the complexity of today's business environment.
Due to the success of the AoM™ in supporting Ne-Lo’s consulting and creative services, it has evolved to have a loft vision in its own right and we’ve given its own life beyond Ne-Lo Business Design.
The Vision of the AoM™
We aspire to a future where there is a universally accepted single reference for the fundamentals of marketing. One that enables meaningful discussions and fosters a common language to break beyond a traditional view of a marketing department and promotes a company-wide approach to customer value creation.
By offering an objective reference that does for marketing what "Gray's Anatomy" did for the medical industry the Anatomy of Marketing™ will become a critical tool for meaningful education, discussion, debate, and innovation. We’re inspired by the fact that Gray’s Anatomy is on its 42nd edition at the time of AoM™ launch.
A Call to Collaborate
To achieve our vision, we need considered challenges, different perspectives, and a supportive community united by shared values and a common direction. This will be a supportive community that values collective knowledge over individual correctness, and generative debate that furthers our combined knowledge base. One built on a culture where thinking is built upon, not torn down, encouraging a safe space for true collaboration.
Do you have a challenge or contribution to the AoM™ or want to be part of our community? We’d love to hear from you.