AgenticAdvertising.org Says Brands Grow Through Love. Ehrenberg-Bass Says Love Is Rare.
AgenticAdvertising.org told the next ANA chief that brand growth comes from the people who love a brand, not from the impressions it buys. The Ehrenberg-Bass Institute says brand love is real but rare, and the kind of advertising the letter prizes has not been shown to drive growth.
Read the full investigation on ADOTAT →Key findings
- AgenticAdvertising.org's open letter to the next ANA CEO says growth never comes from the volume of impressions a brand buys.
- The letter is a pitch for AI agents to start buying media, with four rules meant to protect brands when they do.
- Ehrenberg-Bass scientists Bill Page and Erica Riebe say advertising that builds brand love has not been shown to drive growth.
- They warn an agent given a sales target will chase existing customers, the cheapest sales to claim, and quietly shrink the brand.
On the record
“Brand love is real but rare.”
“Hand an AI agent a sales target and it will find your existing customers, because they're the cheapest sales to claim.”
The full story, with the documents, the numbers and the responses, is on new.adotat.com. Get ADOTAT in your inbox: subscribe free.