Janet Hull is the Executive Director of Effectiveness Week and Director of Marketing Strategy at the IPA. She argues that to create real change Effectiveness Week needs to become something bigger. Something with continuity and clout.
Effectiveness Week has been a significant event for marketers. From the start the community, in the form of our 13 industry partners, has acknowledged the importance of creating an effectiveness culture. Never before have this many industry bodies united around one issue quite so readily.
“The vision is to provide quality resources on marketing effectiveness, which can be trusted for their independence and integrity.”
If we are to succeed in promoting Effectiveness Week’s core aims we need to be looking beyond the event, successful as it was. Providing robust learning and generating cogent arguments for change will require a bigger and more continuous effort. One with an investment of time, people and money behind it.
There has been a lively debate behind the scenes between members of the IPA Effectiveness Leadership Group, our client and academic advisory boards and our sponsors. Together we have worked up plans for a new initiative in the marketing landscape. An initiative that will harness the collective intelligence of the whole marketing industry, striving to provide the knowledge and tools to create change.
“A long-term commitment to continuous improvement and professional development.”
The vision is to provide quality resources on marketing effectiveness, which can be trusted for their independence and integrity. To help prepare the climate for marketers, their clients and partners to do business better. Our programme will draw on the collective intelligence of its community to lead new thinking, provide practical insight that supports decision-making and work with partners to embed learning within organisations. A long-term commitment to continuous improvement and professional development.
This new Marketing Effectiveness initiative will be distinctive by its independence and integrity. As Lorna Hawtin of TBWA Manchester said at a satellite event run by Google and Thinkbox on Monday (watch a recording here), we must ask the question “who owns the truth?” We must become more accountable and more rigorous when it comes to assessing the results of our endeavours.
“We will be responding first and foremost to the new challenges that you in the industry put on the agenda for us”
We will continue the tradition of meaningful collaboration begun with Effectiveness Week. It has been so enjoyable working with our partners. The only answer we’ve received, when we asked the question ‘Will you join us?” has been ‘YES’. ‘Yes’ to helping shape the thinking and ‘yes’ to adding value to the content. We are all in this together. Collective intelligence is our power base, across all disciplines and sides of the business.
If there’s one thing we’ve heard again and again at Effectiveness Week it’s that change is inevitable. We can’t afford to get too comfortable and the new initiative will be responsive and adaptive. We will be responding first and foremost to the new challenges that you in the industry put on the agenda for us.
“Come and join us.”
Come and join us. We already have an active working group. Several client organisations have expressed a keen interest in helping make it happen. We want to build an ecosystem. One where we can all work together to create a culture of effectiveness in the way we plan marketing, practice marketing and report on marketing.
Contact me at firstname.lastname@example.org if you would like to find out more about the initiative.
You can browse key learnings and content from Effectiveness Week 2016 here. We will be launching the new Effectiveness initiative at an event on 27 February 2017.
“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