Over the years, I've accumulated a small library of marketing reports.

Reports from IPA, WARC, Ehrenberg-Bass Institute, System1, Kantar, Ipsos, Google, and many others.

Individually, they're excellent.

Collectively, they tell a remarkably consistent story.

The challenge is that most marketers don't have the time to read them all, let alone connect the dots between them.

So I pulled the threads together.

This guide, 20 Evidence-Based Principles of Marketing Effectiveness, is a synthesis of the findings that repeatedly emerge across around 80 of the best reports published over the past few years and beyond.

Not opinions.

Not trends.

Evidence that has stood up across multiple studies, authors and datasets.

My hope is simple: that it helps marketers spend a little less time chasing the next big thing, and a little more time applying principles we already know work.

Enjoy.