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The EffWeek flagship conference has now left the building. As we hand the mantle of ‘most important marketing event’ of the day to the IPA Effectiveness Awards (good luck everyone on the shortlist), we leave with you with this short taste of the event.

 

The feedback has been positive and we are especially pleased that we were able to follow through on our promise that the conference would be evidence-based. By the end of the day we had presented and, in some form or another, published, five new pieces of research about marketing effectiveness. Our speakers and panels delved into some of the detail and debate around the research or provided inspiration from other disciplines.

We also made the film above and we hope that it encourages you to keep coming back to us over the next three weeks as we release all the content from the week and build on it. Follow @EffWorks for updates on content as it is published in our learning and resources section. And if there is something you would particularly like to share with your colleagues, but can’t yet see DM us, or email effweekeditor@gmail.com and we’ll see what we can do.

“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