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Watch a preview of the debates, research and speakers that tackled the question of marketing effectiveness culture at EffWeek 2018. Further reading below.

To embed a marketing effectiveness culture, the issues that organisations are tackling are fundamental ones of trust and collaboration. Organisations must ‘de-silo’ themselves. As this happens, facilitated by forward-thinking leaders and by technology, worlds begin to collide. Watch our four-minute film to experience the conversation at EffWeek.

This link will take you to a conveniently filtered version of the Learning and Resources page with all of our content on marketing effectiveness culture. If you prefer, browse our guided tour of selected pieces below.


The challenges of creating a new culture at organisations

WATCHReverend Richard Coles,  TV celebrity and headline speaker at EffWeek 2018. He gave valuable insight into the experience faced by professionals faced with an entirely new culture. A must watch for anyone involved in creating culture-change, and one that will pre-empt many of the people-centred challenges you will face.
WATCHA panel discussion on culture at EffWeek 2018 illustrated some of the tensions Richard outlined in the context of marketing. In particular the differing (but not necessarily incompatible) points of view of the marketing and finance communities.


New to marketing effectiveness culture?

READ: the report ‘Culture First’ or watch the presentation. The first research of it’s kind, it was published at EffWeek 2017. It will set the scene – documenting the steps that forward-thinking organisations are taking in order to create a marketing effectiveness culture.
WATCH: At EffWeek 2018 we built on our research with a new quantitative study of clients and agencies. The results create a picture of the state of play in the industry, which is in parts optimistic and in others a little alarming.


Do you want to focus on building finance skills?

One thing that is repeatedly highlighted by the research is the need for marketers to develop or recruit analytical skills and financial acumen.

WATCHOur research into this area of culture-change, looking at the barriers to cooperation between finance and marketing colleagues and the opportunities for progress.
WATCH: Analyst Martin Deboo and Professor Patrick Barwise gave a fascinating presentation at EffWeek 2017, which looked at the marketing landscape from the point of view of the finance sector. A great presentation which gives you an invaluable insight into the preoccupations of the city when it comes to marketing. Not always what you might think…


Want to hear from marketing professionals about how they implemented a culture of effectiveness?

WATCH: the following sessions:


Further reading:

There is more. This link will take you to a conveniently filtered version of the Learning and Resources page with all of our content on marketing effectiveness culture, so you can continue to explore on your own.

“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