European Confederation of Marketing Honors Dr. Byron Sharp with Lifetime Achievement Award

The European Confederation of Marketing (EMC) Announce Dr. Byron Sharp Awarded Lifetime Achievement Award for Marketing

The European Confederation of Marketing (EMC) is proud to announce that Dr. Byron Sharp, renowned marketing scientist and author, has been awarded the Lifetime Achievement Award for Marketing. This prestigious honor recognizes Dr. Sharp’s outstanding contributions to the marketing profession, particularly his groundbreaking research and his seminal book “How Brands Grow”, which has transformed marketing practices and inspired professionals around the world.

“The Board of the EMC has decided to recognize a person of outstanding merit in the field of marketing each year on the International Day of Marketing. This year, the winner of the award is Dr. Byron Sharp, who’s influence on the marketing industry cannot be overstated. He has pushed marketers to embrace science over intuition and to prioritize what truly drives growth. His boldness in challenging industry orthodoxy and his dedication to advancing the discipline make him a deserving recipient of this award,”

said Dr. Ralf Strauss, Chairman of the Board of the EMC during today’s award ceremony.

The Voice of Evidence-Based Marketing

Dr. Byron Sharp is widely regarded as one of the most influential modern marketing thinkers. He serves as Director of the Ehrenberg-Bass Institute for Marketing Science, the world’s largest research center focused on evidence-based marketing, located at the University of South Australia.

His book “How Brands Grow: What Marketers Don’t Know” has been translated into more than a dozen languages and is consistently recognized as one of the most impactful marketing books of the 21st century. The follow-up, “How Brands Grow Part 2”, co-authored with Professor Jenni Romaniuk, further deepened the reach and relevance of his ideas.

Dr. Sharp has published over 100 peer-reviewed academic articles and is among the most cited researchers in the field of advertising and brand science. His work has been featured in The Economist, Financial Times, Marketing Week, Ad Age, and Bloomberg TV.

“Like almost everyone in marketing, I’ve read How Brands Grow - a book that has profoundly influenced the way we think about brand growth. In my time as NIMA chair, I also had the pleasure of inviting Byron Sharp to speak in Amsterdam. Beyond the brilliance of his book, his presentation was equally compelling. A true professional and thought leader — this award is more than deserved,”

said Martin Huisman, COO of the European Marketing Confederation.

Celebrated by Practitioners and Scholars Alike

Dr. Sharp’s central thesis - that brand growth is primarily driven by building mental and physical availability - has fundamentally reshaped marketing strategies across industries. His emphasis on data, reach, distinctiveness, and scientific rigor has guided thousands of marketers toward more effective, evidence-based decisions.

“Dr. Byron Sharp has been a driving force behind a more empirical and evidence-based approach to marketing. As Head of the Marketing Master's Programme at the Budapest University of Economics and Business, I highly recommend his books to students. His work is widely respected in both academic and practitioner circles, which is why the Hungarian Marketing Association fully supported his nomination,”

said Dr. Árpád Papp-Váry, Vice President, Hungarian Marketing Association.

Thorough Selection Process

The selection process for the EMC Lifetime Achievement Award follows a two-stage structure. EMC member countries are first invited to nominate distinguished candidates. These nominations are compiled and voted on by national marketing organizations. After votes were tallied, Dr. Byron Sharp emerged as the winner for 2025.

A Day to Celebrate Marketing

EMC has officially designated 27th of  May as International Day of Marketing. This global initiative aims to highlight the pivotal role of marketing in driving business growth and societal advancement, while fostering a sense of pride within the marketing profession.

27th of May was chosen as the day to celebrate marketing because it was on this day in Chicago in 1931 that Philip Kotler, renowned as the “father of modern marketing,” was born. Kotler has written more than 80 books and has had a significant impact on the development of marketing worldwide.

On this significant occasion, EMC invites all marketing enthusiasts to get involved. 

“International Marketing Day is a special occasion to spotlight the strategic value of marketing and its powerful influence on organizations and society. It’s a time for our community to come together and celebrate the profession — its impact, creativity, and progress.  Mark the day with your teams, clients, or partners—organize public campaigns or internal events, and share your personal journey and passion for marketing. Let’s make marketing seen, heard, and celebrated,”

encourages Alvydė Palaimaitė,  Vice President of the EMC and head of Lithuanian Marketing Association (LiMA).

For more information on International Day of Marketing, including logos and key visuals visit: https://internationaldayofmarketing.com/ 

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About the European Confederation of Marketing (EMC):

The EMC, based in Brussels, is one of Europe’s largest marketing membership organizations, representing associations across Europe and beyond. EMC promotes high standards and professional integrity in marketing, sales, and communication. It facilitates knowledge exchange and professional networking among its’ members and offer the EMCQ, a European qualification and certification framework for accredited marketing qualifications.

About the Lithuanian Marketing Association (LiMA):

The Lithuanian Marketing Association (LiMA) is a non-profit organization uniting marketing and communication specialists, executives, and professionals. Founded in 2004, LiMA currently has a membership of over 1300 individuals working in the marketing field.