Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Article
Staying Connected Across a Global Marketing Organization
Why global marketing breaks down on relationships before it breaks down on strategy, how markets group by their relationship to the center, and what closeness costs to build.
Article
How Winning Global Brands Are Actually Built
The three characteristics that separate global brands that last, and the five organizational drivers that decide whether a sound marketing strategy ever reaches a market.
Article
Making Marketing’s Case Inside the Company
Marketing's credibility problem inside its own company: what colleagues actually think of marketers, why the old defense of unmeasurable spend expired, and what leaders did about it.
Article
Hope as a Working Framework for Brands Facing Uncertainty
Optimism is not believed and pessimism is not heard. This piece argues for hope as the third option, and sets out four ways to make it tangible.
Playbook
The CMO-CSO Partnership as a Growth Mechanism
IRG's playbook with Ipsos, Ad Net Zero and Google sets out why the marketing and sustainability functions grow faster together, and what the alliance requires.
Report
The Six Growth Paradoxes Facing Marketing Leaders
Phase One of Marketing2030 reviewed over 250 studies. It found six contradictions leaders must hold at once, not resolve.
Interview
Reconnecting Business With Humanity: Inside IRG’s Community of Marketing Leaders
Aljan de Boer describes what a community of 800 chief marketing officers is for, why he frames the work as human-proofing the future, and how marketers translate social
Interview
How IRG Got from Shareholder Value to Stakeholder Impact
Marc de Swaan Arons traces the Institute for Real Growth from a WPP research initiative to an independent program with 850 CMOs through it. He sets out what
Talk
Holistic Strategy: Growing the Pie So Every Stakeholder Is Better Off
Session 5 of the IRG100 2025 program. Holistic strategy is defined against traditional strategy, given five principles and seven steps, and paired with the measurement problem it creates.