Marketing & Business Transformation

  • CAN MARKETING EFFECTIVENESS DRIVE BUSINESS TRANSFORMATION?

    In the current consumer landscape, what does the CEO need marketing to drive? What is the unique contribution that marketing makes to performance? To become truly influential within the business marketing must step out of the Marcomms bubble.

  • SUMMARY AND KEY LEARNINGS

    Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

    Download PDF

    JUDGING MARKETING INVESTMENTS

    • WHAT IS THE RIGHT WAY TO JUDGE MARKETING INVESTMENTS?

      Brand awareness, brand consideration, brand loyalty, or customer lifetime value? Business outcomes? Intermediate measures or end measures? What should you be measuring and how should you be measuring it? What basket of measures, scorecards or dashboards can deliver effective and meaningful analytics?

    • SUMMARY AND KEY LEARNINGS

      Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

      Download PDF

      Multi-Channel Optimisation

      • WHAT IS THE BEST WAY TO APPROACH MULTI-CHANNEL, MULTI-PLATFORM?

        Brands are omnipresent in today’s society and marketers must optimise paid, earned and owned channels. What are the best ways to achieve this?

      • SUMMARY AND KEY LEARNINGS

        Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

        Download PDF

        Test & Learn

        • WHAT CAN A ‘TEST AND LEARN’ APPROACH TELL US ABOUT MANAGING RISK?

          In a marketing landscape where everything is constantly changing, what is a reasonable level of risk on brand investments? How can we breed a test-and-learn environment where failure is accepted as a natural part of the process?

        • SUMMARY AND KEY LEARNINGS

          Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

          Download PDF

          Creating An Effectiveness Culture

          • WHAT ARE THE BUILDING BLOCKS OF CREATING AN EFFECTIVENESS CULTURE?

            How do you move from an organisation that pays lip service to accountability to one that walks the talk, in every department, across every geography? What are the implications for internal communications, training and development? How do you complete the picture to include all external agency relationships?

          • SUMMARY AND KEY LEARNINGS

            Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

            Download PDF

            Creativitity & Effectiveness

            • WHAT IS CREATIVITY’S ROLE IN EFFECTIVENESS?

              In a world of marketing science, algorithms and rationality, many marketers wonder where the c-word, ‘creativity’, fits. We all know though that as humans, emotional engagement is still the greatest motivator… don’t we?

            • SUMMARY AND KEY LEARNINGS

              Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

              Download PDF

              Leveraging Data

              • WHAT IS THE FUTURE OF LEVERAGING DATA?

                Leveraging data has in recent years become the ultimate solution for many brands but has it really moved the dial significantly or failed to live up to expectations? Is it all about segmentation and personalisation? Will the golden child be downgraded as consumers reject being stalked? Are we really going to market by numbers only or is data going to free us to be more creative?

              • SUMMARY AND KEY LEARNINGS

                Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

                Download PDF

                Customer Experience

                • IS CUSTOMER EXPERIENCE THE ULTIMATE EFFECTIVENESS TOOL?

                  How relevant is marketing communication spend in a world where customer experience is the biggest driver of brand performance? How can all aspects of the brand experience be optimised?

                • SUMMARY AND KEY LEARNINGS

                  Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

                  Download PDF

                  Short-Term Vs Long-Term

                  • WHAT CAN WE LEARN ABOUT THE EFFECTIVENESS OF LONG-TERM AND SHORT-TERM INVESTMENT IN BRANDS?

                    During the course of EffWeek 2016, many of the debates touched on what effectively builds brands in the long and the short-term.

                  • SUMMARY AND KEY LEARNINGS

                    Download the pdf for a shareable resource. Headline learnings on this topic and a list of essential content and resources to help you develop yourself and others at your organisation.

                    Download PDF

                    Resources & Training

                    • RESOURCES TRAINING

                      Further essential reading and professional development for anyone interested in marketing effectiveness.

                      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