Don't Guess. Know.

Discover how to make marketing that really works

Data drives decisions

Marketing effectiveness is not just a 'nice to have'. It is a key factor in business growth. EffWorks is a reservoir of learning, research and debate established by the IPA and a host of industry partners. The ambition is to provide the marketing industry with resources and tools to change its culture. To realise the potential of truly accountable and effective marketing.

Discover EffWorks

Explore our collected learnings. Backed by an ongoing programme of peer-reviewed R&D, topics include measurement, leadership, creativity and culture. Evidence-based knowledge and resources.

Discover EffWeek

EffWeek 2018 is a week of events that brings together marketers, C-Suite executives, agencies, media organisations and industry bodies. Together we explore the building blocks of marketing effectiveness.

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We invest in an ongoing programme of research. It informs our content and events so you can be sure they are grounded in real data and the latest findings. Every year at EffWeek we publish our new findings. We are currently focussing our efforts on four areas: the impact of digital on media investments, building effectiveness culture, creativity, and measurement.


"Forget the hype, forget the misreporting. We are seeking to represent what’s really going on and the opportunities for improvement in our industry. EffWeek and EffWorks are not just about what we do, but why and how we do it. Our overall ambition is to encourage evidence-based decision making in marketing. To move the industry from a reporting to a learning culture. To encourage greater accountability and transparency. Ultimately to create more value for the brands we service."

Janet Hull O.B.E

Director of Marketing Strategy,
IPA and Executive Director


Our annual EffWeek event took place from 09 - 12 October 2018, with the flagship conference on Tuesday 09 October. Watch videos and read research and content from the conference in our Learning and Resources section.

Learning & Resources

Browse the collected learning and resources from our events, partners and annual R&D programme. Download, copy and paste, steal a quote to impress your boss - it's all here for you to use.


EffWorks and EffWeek are a team effort. Our help us to shape a relevant and insightful debate around marketing effectiveness.