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 our new findings. We focus our efforts on four areas: the impact of digital on media investments, building effectiveness culture, creativity, and measurement.
Binet and Field advise how to optimise your B2B marketing
Les Binet and Peter Field have extended their research to b2b marketing...
We’re killing the effectiveness of creativity. Peter Field shows how.
New research from Peter Field shows that we are killing creativity's effectiveness...
The Board-Brand Rift – getting the brand back in the boardroom
Over half of business leaders rate their knowledge of brand-building as average to very poor....
"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 takes place from 15-18 October 2019, with the flagship conference on Tuesday 15 October. Book via the link at the top of the page now.
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.