The Anatomy of Marketing™ Book

The marketing book for the whole company

Essential reading for all business leaders to:

  • Align all stakeholders around a single company-wide view of marketing

  • Cultivate a culture of continuous improvement and innovation

  • Leverage practical, best-in-class frameworks and tools designed to diagnose, prioritise, build, and innovate

Pre-Readers Feedback

  • "The Anatomy analogy brilliantly simplifies marketing's complexities...it's been a game-changer for aligning our marketing efforts."

    – CMO

  • "For the first time I feel like my Exec. team are speaking the same language."

    – CEO/Founder

  • "I wish I had this years ago."

    – CEO

  • "It's made cross-departmental planning so much clearer."

    – Head of Customer Experience

  • "Whole-of-Company marketing just makes sense. WTF we're we doing before?"

    – GM, Sales

  • "I'm bringing this to every board I sit on..."

    – Board Member

  • "We've struggled to explain to our clients the value of us being more upstream in their business but it wasn't until the AoM workshop that they understood why."

    – MD, Creative Agency

  • "It's everything you know but explained better".

    – Fractional CMO

The Authors

Kieran Antill & Ross Hastings

Kieran Antill is a globally recognised Executive Strategy and Creative Director, and Ross Hastings is a renowned consultant, coach, and researcher, focusing on strategy, culture, and organisational alignment. Their backgrounds are diverse—Antill is rooted in the realm of creativity and innovation, while Hastings is in human organisational alignment. Together, they bridge the gap between creative ideation and strategic implementation, emphasising the importance of aligning teams with a common language and shared understanding.

They initiated The Anatomy of Marketing™ (AoM) as a research venture within their Business Design Consultancy, Ne-Lo, aiming to provide an objective and holistic view of marketing that could unify stakeholders company-wide with a shared understanding. They conducted over 200 interviews with executive leaders to gather diverse perspectives on marketing, the challenges faced, and career learnings, while also collating best-in-class models, frameworks and insights.

Their vision is ambitious—it aims to do for marketing what Gray’s Anatomy has done for the medical industry: unify knowledge to enhance education quality, standardise practices, and serve as a foundation for innovation and business improvement.

Antill and Hastings advocate for building on and connecting existing knowledge, rather than introducing new models wherever possible. They continue to welcome thoughtful contributions and challenges to the AoM.

If you are interested in becoming a contributor, please get in touch.

The Anatomy of Marketing – Book Waitlist 2024

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