The Ehrenberg-Bass Institute is back at it again – out in the world denouncing anything marketing-effectiveness-related that hasn’t been produced by their own organisation. This time at the World Federation of Advertisers’ Forum Connect event, held last week in Singapore, following a similar spray at the B2B Next event in Sydney last year. Mi3 has decided to publish the full audio of that event alongside this piece, in which James Hurman says the EBI risks misleading its clients, soiling the legacy of its founders, and undermining marketing effectiveness.