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The EffWeek 2018 flagship conference will happen at CodeNode in London on 09 October. Satellite events will take place throughout the week from 08 – 12 October. No less than four brand new pieces of research will be published.

A year-round R&D programme is the backbone of EffWeek. The event is built around the research making it the most evidence-based event in the marketing calendar, focused on what makes marketing truly work. Here’s a rundown of the research you’ll be able to see for the first time at the conference.

Les Binet and Peter Field

Fans of Les Binet and Peter Field’s work will not be disappointed as they will be showcasing the next chapter of their groundbreaking research ‘Marketing Effectiveness in the Digital Era’. In preparation you can download chapter 1, ‘Media in Focus’ for free, and watch their lively preview of Chapter 2, ‘Media in Context’ at EffWeek 2017.

Images from EffWeek 2017
Speakers at EffWeek 2017

They have promised that the next instalment of their research will delve even deeper into the nuances of the 60/40 brand-building rule across, not just different media, but also into a wide range of different categories and sectors.

Getting effectiveness culture right at your organisation

We’ll also be extending the Culture First programme that looked at how brands are reorganising internally for greater marketing effectiveness. Last year’s qualitative analysis of a sample of brands is being extended into a quantitive piece that will build a fuller picture of what is working

Getting measurement strategy right

And we’ll launch a brand new report into the measurement of marketing. Read the Green Paper we published last year that sets out our aims for the project.

Creativity in focus

Finally, in partnership with System1 Research we are starting an exciting new strand of research into the role of creativity in effective marketing. Watch Orlando Wood’s presentation last year on Fluent Devices for a taste of what’s to come.

The full line and tickets will be available in June. In the meantime, you can browse content from previous events to whet your appetite.

The research papers that EffWorks and the IPA have published with their partners - Media in Focus, Culture First and a Green Paper on measurement

Keep an eye on the site @Effworks for updates and put 08-12 October in your diaries.

“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