Meeting the business growth challenge

EffWorks is a not for profit initiative established by the IPA in partnership with a number of other leading marketing bodies. Together we are committed to promoting a culture of marketing effectiveness from C-Suite, all the way through organisations.

EffWorks curates and produces a trusted reservoir of the knowledge, research and resources to help businesses and agencies create behaviour change. We also run events throughout the year for both the client and agency marketing communities.

All this is in service of marketings core purpose – brand and shareholder growth.

Effectiveness Week

Effectiveness Week is the flagship event of the EffWorks calendar. The inaugural week took place in London in November 2016 and included a two-day conference at BAFTA and 22 satellite events around the UK. It embraced the scope and knowledge of 13 industry associations and their memberships, our cross category advisory board and a number of centres of academic learning.

In 2017 Effectiveness Week took place in October and worked with clients and agencies to embed the learning from 2016. Going forward our ambition is to ensure effectiveness is represented on international platforms. During 2017 we have been forming partnerships around the world to achieve this.

You can browse the collected wisdom of EffWorks in our Learning and Resources section, and explore Ten Steps to Marketing Excellence.


Beyond Effective Communications

The remit of the modern marketer is ever expanding. The explosion of digital technology has led to a huge growth in the knowledge set that marketers must access to remain effective.

EffWorks will help marketers improve performance by applying intelligence and insight to every aspect of their responsibilities. We will disseminate best-practice and learning on the topics that matter. Topics like measurement, analytics, customer experience, creating and applying insight, test-and-learn environments, culture-change and leadership.

For a taste of what is to come visit our Ten Steps to Marketing Effectiveness and Learning and Resources pages.

Value for all brand strategists

All stakeholders within businesses, from the C-Suite down, who are focused on making marketing more accountable will benefit from this initiative. The ambition is to help them to:

  • Understand how top brands become more effective
  • Gain clarity on what ‘good evidence’ looks like across all areas of investment
  • Benchmark their organisation’s effectiveness capability against the best in the world
  • Gain confidence about their investment decisions
  • Gain access to an invaluable toolkit that helps them embed a culture of effectiveness at work

“Our ambition is to provide a platform for the wisdom, influence, tools and techniques, already at work in pockets in our industry, to break into the mainstream day-to-day working processes that govern all client agency relationships. This is a culture change programme, to improve the quality of marketing decision making and reporting across the board..”
Janet Hull OBE, IPA Director of Marketing Strategy

Effectiveness Week 2016

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA