Effectiveness Week 2016 took place from 31 October – 04 November 2016. It was the inaugural event from the IPA’s new EffWorks initiative, which promotes marketing effectiveness and accountability. Janet Hull, Marketing Director of the IPA, invites you to read the performance report for the event.
“Effectiveness Week 2016 was in part all about how marketers can measure their performance. We were keen to put our money where our mouth is when it came to measuring our own success. To that end we are making the Effectiveness Week Performance Report available for anyone who wants to read it.
The report includes details and key stats around the event. You can read feedback from attendees and see the results of our amplification strategy before, during and after the event. It’s difficult at this stage to meet industry standards on reporting ROI, but we have done what we can to demonstrate performance.
On a quantitative level, we succeeded in creating our biggest ever extended event. We were pleased with the quality of our audience, meeting our target at for a 50:50 split between client and agency attendance
On a qualitative level, we have been encouraged by the very positive feedback from a number of our client advisory board, our membership and others.
We are in the process of progressing the concept of a virtual Effectiveness centre of excellence, EffWorks, and beginning to plan our 2017/18 collaborations and projects. In the meantime please feel free to download the report below.”
Effectiveness Week 2016 Performance Report
Click on the image to download the report. This report was first published offline in December 2016. Some of the numbers, particularly in relation to our ongoing communications on the website and social media, are now out of date.
“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