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.
DRIVEN BY RESEARCH
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 new findings and preview work in progress. We are currently focussing our efforts on four areas of investigation: 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.