Taking marketing to the next level
EffWorks is a reservoir of learning, research and debate about marketing effectiveness. It was established in 2016 by the IPA and a host of industry partners. The ambition is to set the agenda for marketing in the digital era, to inform and inspire all stakeholders, and to create culture-change. Truly accountable and effective marketing is a key agent of business transformation and growth. Together we want to realise that potential.
DRIVEN BY RESEARCH
We invest in an ongoing programme of research. It informs our content and events so you can be sure they are grounded in real data and the latest findings. Every year at EffWeek we publish new findings and preview work in progress. We are currently focussing our efforts on three areas of investigation: the impact of digital on optimal media investments, building effectiveness culture, and measurement.
Interview: Nigel Morris of Dentsu Aegis at EffWeek 2017
Nigel talks about the changing responsibility of marketers in the new marketing landscape....
Lorna Hawtin interviewed at EffWeek on the obsolescence of marketing theories
Lorna Hawtin TBWA, discusses whether marketing theories from the twentieth century are now obsolete...
The ten best charts from the work of Les Binet and Peter Field
Here are the ten best charts on marketing effectiveness from the work of Les Binet and Peter Field....
"Forget the hype, forget the misreporting. We are seeking to represent what’s really going on and the opportunities for improvement in our industry. EffWeek and EffWorks are not just about what we do, but why and how we do it. Our overall ambition is to encourage evidence-based decision making in marketing. To move the industry from a reporting to a learning culture. To encourage greater accountability and transparency. Ultimately to create more value for the brands we service."
Janet Hull O.B.E
Director of Marketing Strategy,
IPA and Executive Director
Our annual EffWeek event will be taking place from 08 - 12 October 2018, with the flagship conference on Tuesday 09 October. More details to be released soon. Watch the videos and read content from previous events in our Learning and Resources section.
Learning & Resources
Browse the collected learning and resources from our events, partners and annual R&D programme. Download, copy and paste, steal a quote to impress your boss - it's all here for you to use.