Marketing for growth
Our ambition at EffWorks is to firmly position marketing as a route to profitable growth.
Established by the IPA, it is a long-term, global, and not-for-profit initiative. We address the issues that impact on effectiveness and challenge the content and context of marketing outputs.
We want to restore trust in marketing. We want to see culture change, from a focus on reporting, to a focus on learning. From justification and post-rationalisation to accountability and transparency.
Read on to find out how we promote effectiveness culture in marketing.