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EffConsultancy is a service provided by EffWorks, the IPA and our collaborators and partners. It allows you to take advantage of the expertise of our many marketing effectiveness ‘sages’, bringing them to your organisation or agency.

The EffWeek event is great, but we understand that sometimes you might want to provide your staff with a more bespoke experience. EffConsultancy offers you the opportunity to take a deep-dive into the EffWorks theme most relevant to you.

Our longtime research partners across the EffWorks programme will present their findings in a way that is relevant to you. It’s a chance to ask the questions that matter to your staff and get advice on how to implement change specifically within your organisation.

To book an EffConsultancy session please contact Janet Hull.

Here a selection of some of the people you could be working with, but MORE NAMES COMING SOON, so check back in:

Peter Field – Effectiveness in the digital era

Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 19 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts. His latest publication “Effectiveness in Context,” was written with his longtime collaborator Les Binet, and he and Les can also present together.

Les Binet – Effectiveness in the digital era

Les is recognised as an expert in econometrics (aka market mix modelling) and has won more effectiveness awards than anyone else in the UK. He has written extensively on how advertising works, how to make it work better, and how to evaluate it. His latest publication “Effectiveness in Context,” was written with his longtime collaborator Peter Field, and he and Peter can also present together.

Orlando Wood – Effective creativity

Orlando Wood is Chief Innovation Officer of the System1 Group. His role is to rewrite marketing best practice by drawing on the behavioural sciences. His work has won awards and moved forward thinking in the market research, marketing and advertising industries. His work on creativity and fluent devices for EffWorks is starting to answer some of the fundamental questions about the role and value of creativity in the digital era.

Fran Cassidy – Effectiveness Culture

Fran Cassidy has had over 25 years’ experience in the marketing sector- in agencies, as a client, and as a media owner. She has been Marketing Director of broadcasters, cinema and outdoor advertising companies. For over 10 years she has run an independent marketing and research consultancy. She has produced two research papers for EffWorks, on the development of effectiveness culture in organisations

Libby Child – Effectiveness Culture

Libby Child is a co-founder of Greengrass, a consultancy which specialises in strengthening and developing team performance, with a particular focus on marketing and communication. Libby spent the previous thirty years working within communication agencies and as the owner of Aprais UK, developing it into the UK’s leading independent agency/marketing client relationship measurement consultancy.

Libby works with us on our research into effectiveness culture and can also present with Fran Cassidy.

Jon Webb – Measuring effectiveness

Jon is a Managing Partner at Gain Theory, a global marketing foresight consultancy that helps brands unlock faster, smarter business decision making. HIs work on our measurement strategy has been a central plank of the EffWorks agenda

Justin Kent – Research and creativity

Justin has spent over 30 years in the field of advertising creative development as stratehic planner on iconic advertising such as Lurpak, Holsten Pils, Ragu, Nurofen and Flora. He won Gold in the IPA Effectiveness Awards for Peperami – now Britain’s longest-running ad campaign in TV history. Frustrated by reportage-style, non-stick qualitative research, Justin founded his own research and strategic consultancy business. He has worked on some of the biggest and best national and Global Brands over the past two decades, across 50+ countries.

To book an EffConsultancy session please contact Janet Hull

“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