EffWeek 2019
Download presentations


Lending us their expertise and financial support. These organisations are putting their money where their mouth is when it comes to marketing effectiveness.

  • With over 4 million advertisers Facebook is committed to understanding what really makes marketing work. Founded in 2004, Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

    Find out more.

  • Gain Theory is  a global foresight consultancy. Our consultancy is built on long term client partnerships that leverage data, analytics, technology and experience to optimize marketing investments. We specialize in data-driven business assessment and strategic development that helps clients have the power and confidence to make faster, smarter business decisions.

    Find out more at www.gaintheory.com

  • google ipa effweek

    Larry Page and Sergey Brin founded Google in September 1998. Since then, the company has grown to more than 50,000 employees worldwide, with a wide range of popular products and platforms like Search, Maps, Ads, Gmail, Android, Chrome, and YouTube. In October 2015, Alphabet became the parent holding company of Google. You can read more about Alphabet’s mission here.

    Find out more: www.google.com

  • The IPA established the EffWorks programme with the help of our partners because we felt that effectiveness was not getting enough attention.

    Our ambition is to influence the mainstream day-to-day working processes that govern all client / agency relationships. This is a culture change programme, to improve the quality of marketing decision making and reporting across the board.

    Find out more.

  • LinkedIn is the world’s largest professional network with more than 645 million users. Its mission is connect the world’s professionals to make them more productive and successful.

  • “Newsworks is the marketing body for newspapers in all their forms.  Effectiveness as a theme underpins all of the work that we do to promote newsbrands to the industry. We believe the need for measurement of marketing and communications has never been greater. In a world of limitless advertising opportunities, businesses have more decisions than ever before as to where they target their messages to consumers and those decisions need to be based on robust evidence.

    So we are delighted to be working with the IPA and our fellow sponsors on the EffWorks programme, and look forward to furthering our collective knowledge.”

    Find out more.

  • “System1 Group is at the forefront of designing marketing and research for System 1 thinking to ensure success. System 1 is the dominant mode of decision-making, which leads people to decide on the basis of instinct, intuition and emotion.

    We directly challenge traditional agency and research consultancy models by producing and predicting famous, 5-Star marketing that guarantees profitable growth and zero waste.”

    Find out more.

  • thinkbox sponsor ipa effectiveness week

    Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.

    Find out more.

  • Twitter is what’s happening in the world and what people are talking about right now.

    With over 500 million Tweets being sent each day, hundreds of millions of people are exploring links, articles, Retweets, Trends, and Moments to find out more about what’s new. Twitter’s unique discovery mindset allows businesses and brands to connect with a relevant, engaged audience.

Advisory Board

A reservoir of extraordinarily talented and knowledgeable individuals all committed to helping us create a culture change in marketing

Client Advisors

Client Advisors

Top brands and advertisers helping us to keep our content on track

  • Christoph Weber


    Read Full Bio

    Christoph Weber is Media Director at Mars, and has over ten years experience in FMCG marketing.

  • Yale Varty


    Read Full Bio

    Yale is currently responsible for building the ASOS brand and driving customer acquisition. His previous experience includes online marketing at Expedia, and strategy consulting for Accenture.

  • Nick Milne


    Read Full Bio

    Nick is building the team and capability to deliver marketing and consumer analytics across Samsung Electronics in Europe. A data and insight driven marketer who is passionate about how consumers engage, interact and experience brands, he previously worked for market-leading organisations including Telefonica and VCCP.

  • Sandra Fazackerley


    Read Full Bio

    Sandra is a Senior Executive Leader with over 25 years’ experience in the Telco industry, an industry she loves for it’s creativity, buzz and competitive challenge. Her career in Telco has spanned Customer Service, Finance, I.T. and the last (and most exciting) 4 years now in Marketing as part of the direct senior leadership team to the CMO. Her work - leading a team of high performing, professional experts in research, analytics, marketing effectiveness and customer experience - directly influences the strategy, brand, products and propositions of the O2 UK business. She is passionate about people – seeing them develop & helping them be their best. Outside of work, life is equally busy with 1 son and 4 step-children, all teenagers or twenty-somethings

  • Nigel Gilbert


    Read Full Bio

    Nigel Gilbert is TSB’s CMCO, where he has overseen the launch, IPO and the recent merger into Spain’s Sabadell Group. His agency career began in London with CDP, then internationally with Y&R in Hong Kong and Sweden, before joining Lowe Worldwide in London and latterly Regional CEO for Asia-Pacific. He joined Lloyds where he led the reinvigoration of the LloydsTSB brand and secured sponsorship of the 2012 Olympic Games. He then joined Virgin as Virgin Media’s CMO, and later as a Director at Virgin Management. Nigel is a Fellow of the Marketing Society and V-P of ISBA. He’s married with two daughters, and enjoys skiing, art, music and motors.

  • Colin Haddley

    Kraft Heinz

    Read Full Bio

    Colin leads European Insight, Capability Building and Marketing Services for Kraft Heinz.  Previously Colin worked across a number of industries with Molson Coors, Kimberly Clark, RBS and Brand Learning.  He studied Biological Sciences at Durham University and has an MBA from Lancaster University.

  • Tim Hulbert


    Read Full Bio

    Tim’s career is a marketing story spanning several diverse industries. Starting out in publishing and the early days of online media Tim worked for a niche Argentine publishing house for 5 years as a marketing manager. He then moved into the world of dotcom in New York working for online publishing website eCountries. When that went bankrupt (didn’t all the most fun ones...?) he worked for a Financial think tank before moving to Centrica where he was the Senior Proposition Manager for AA Financial Services (2001-2005).
After working for ITV as their Head of Viewer Insight (2005-2007) he joined RSA Insurance as the Group Insight Director, moved across into Emerging Markets to become the Strategy & Marketing Director (2007-2011) from where he joined Barclaycard mid 2011 in the role of Director of Global Insight. In 2013 Tim moved across from Barclaycard to Barclays to assume the position of Managing Director, Head of Insight & Research for the Group.

  • David Wheldon


    Read Full Bio

    David has held senior positions on both sides of the marketing fence. Starting at Saatchi & Saatchi as a graduate trainee he rose to be a Group Account Director, after a brief tenure as managing partner at WCRS he then went on to be the Managing Director of Lowe Howard-Spink in London.  He was recruited to the role of Global Director and VP of Advertising for the Coca-Cola Company based in Atlanta. David then returned to the agency world as President of BBDO Europe and then joined Tempus as a main board director and CEO of Tempus Partners, when Tempus were purchased by WPP David set up Team Vodafone for WPP. He joined Vodafone in mid 2004 as Global Director of Brand and Marketing Communications and was promoted to Global Brand Director in 2005 and became the CEO of VIML (Vodafone Ireland Marketing LTD) in January 2008 based in Dublin. David left Vodafone in September 2010 returning to live and work in London. He joined Barclays in January 2012 as Managing Director of Brand, Reputation and Citizenship.  He was appointed as Chief Marketing Officer of RBS in July 2015. David became President of the World Federation of Advertisers in March 2015. He is a fellow of the Marketing Society and a council member of the MGGB and a Non Executive Director of Brandtone.

  • Christopher Macleod

    Transport for London

    Read Full Bio

    Chris joined Transport for London (TfL) in 2007 and is responsible for a diverse portfolio of Marketing and Customer information programmes for some of the Capital’s most important services. His work ranges from promoting Contactless payment and Oyster cards to Road Safety, Buses and Tubes to the Santander Cycle Hire scheme, all at a time when London’s transport system is experiencing record demand. In 2012 he oversaw the Marketing of transport in London to help deliver a successful Olympic and Paralympic Games. He has helped TfL become a more customer focused organisation, delivering against its ‘Every Journey matters’ promise. An ‘Ad man’ by training, he has worked at Saatchi & Saatchi (twice) and Collet Dickenson Pearce, where he was ultimately Chairman. During his time at TfL it has won every major Marketing and Creative award including Campaign magazine’s Advertiser of the Year, Cannes Gold Lions and Marketing Society and IPA Effectiveness awards. A Fellow and former chairman of the Marketing Society, Chris has a degree from Newcastle Business School, a Master’s degree from the London School of Economics and is a regular on the Bakerloo Underground line.

  • Matthew Barwell

    Britvic Soft Drinks Plc

    Read Full Bio

    Matthew Barwell is the Chief Marketing Officer of Britvic Soft Drinks Plc, a key member of the Executive Committee responsible for all aspects of Global Brand strategy and execution, Innovation as well as for Corporate Relations and the company’s sustainability agenda. Matthew joined Britvic in 2014 from Diageo, the world’s leading premium drinks business, where he was a senior member of the marketing team for more than 15 years.  Matthew was Marketing and Innovation Director for Diageo Europe and prior to that Marketing and Innovation Director for Africa.  He also worked and lived in Italy for a number of years with the company. He started his career as a graduate trainee at Mars, working in sales and marketing across the Petcare and Confectionary businesses.  Matthew is Chairman of the Advertising Associations Front Foot group, a Council member of the Marketing Group of Great Britain and a Fellow of the Marketing Society. He lives in Berkshire with his wife Harriet and three boys.

  • Nathan Ansell


    Read Full Bio

    Nathan is responsible for all Customer Insight and Analytics, including Big Data. He leads the development of Sparks – the M&S members club for over 5 million customers. Nathan was awarded ‘Data Professional of the Year’ in 2016. Previously Head of Brand and Marketing for M&S Food, he led a talented marketing team to profitably grow a 7,000 SKU business worth over £5 billion. The successful ‘Adventures in…’ integrated campaign received many accolades and Nathan’s work building marketing capabilities was awarded at the 2016 Marketing Society Excellence Awards. Nathan previously held various FMCG marketing roles growing Brands including Heinz, Birds Eye and Red Bull.

  • Tim Warner


    Read Full Bio

    Tim Warner is VP Insights & Analytics for PepsiCo, with specific responsibility for leading Insights across Europe & Africa and PepsiCo’s Global Innovation Practice. Tim works across all 3 global categories – Snacks (Walkers, Lays, Doritos, Cheetos, Sun), Beverages (Pepsi, 7Up, Lipton, Mountain Dew) and Nutrition (Quaker, Tropicana, Copella, Yydo, Gatorade) – leading portfolio strategy, brand building, innovation, advanced analytics and marketing/sales effectiveness workstreams. Prior to PepsiCo, Tim held marketing and insights positions in Heinz, Colgate-Palmolive and Heineken Tim is married with a son and a daughter, and enjoys football, cycling and reading.

  • Margaret Jobling


    Read Full Bio

    Margaret has spent the majority of her marketing career in FMCG working on some iconic brands such as Lynx, Dove, Radox, Cadbury Dairy Milk and Birds Eye. She moved into the utilities sector in 2014 when she joined British Gas as Director of Marketing. She has more recently taken on additional Global responsibility as Group Marketing Director for Centrica. She spent 15 years in Unilever working in various local, European and Global businesses on brands such as Dove, Lynx, Impulse and Vaseline. Some of her key achievements included launching Dove deodorant across Europe; delivering the first ever global Lynx campaign and winning a Cannes Gold Lion for Lynx “Getting Dressed” campaign. She then ran UK Marketing for Sara Lee responsible for the Home and Body Care business. During that time she launched the first ever award winning “time to be selfish” brand campaign for Radox which turned around the performance of the brand. In 2009 she joined Cadbury where she was responsible for iconic brands such as Cadbury Dairy Milk, Wispa, Twirl, Flake and Caramel before moving to Birds Eye as UK Marketing Director where she was responsible for the marketing products that we’ve all grown up with such as fish fingers, peas and waffles. At the end of 2014 she left FMCG to join the utilities sector and took on the challenge of transforming British Gas, one of the most recognised household brands in the UK. At the beginning of 2016 she was appointed as Group Marketing Director for Centrica with a remit to build marketing capability across the global business units. Margaret lives in Surrey with her own qualitative study group of 4 children and a Great Dane called Archie. In her spare time she acts as a taxi service for her children, gets taken out for a walk by the dog, tries to run and occasionally gets a chance to sleep.

  • Chris Hutchings


    Read Full Bio

    Chris has been working at the BBC since 2010, heading up the Brand Insight Team since 2015. During his time within the Brand Insight Team Chris has led a notable step change in how the BBC tackles questions around brand health and the measurement of marketing effectiveness – overhauling long running tracking studies and bringing in latest research thinking in these areas Having worked in the research industry for since 1999 Chris has a wealth of experience both agency and client side, with a particular focus on the media and retail sectors.

  • Luis Navarrete-Gomez

    LEGO Group

    Read Full Bio

    Luis Navarrete-Gomez is the Global Head of Search Marketing for The LEGO Group. Based in London he is responsible for all SEO and Paid Search activity for LEGO. Coming from a technical background Luis has more than 14 years' experience in Search Marketing with cross-functional expertise in technology and management.

  • Jo Marie Mosley


    Read Full Bio

    Jo Marie is the Global Marketing Capability Director at Diageo, responsible for developing marketing excellence across the business, and plays an active role in shaping the evolution of the Diageo Learning Academy.  She has over 25 years of experience across multiple geographies and sectors including FMCG, leisure and non-profit. Jo Marie has a pivotal role in leading a transformation in marketing and innovation thinking and practice, partnering and building relationships with top academic institutions around the globe as Diageo introduce new cutting edge approaches to digital marketing and transformation, brand positioning, Innovation, and the impact of advocacy and influencer through Culture and Entertainment. Prior to this new role  in Diageo, Jo Marie worked in various capability roles across Europe and the Globe,  starting her career in Marketing as a Brand Manager. Relaxation time for Jo Marie includes yoga, mindfulness, charitable work, mastering the perfect gin and tonic serve, and indulging in the purchasing of overpriced candles (according to hubbie).

  • Ian Armstrong

    Jaguar Land Rover

    Read Full Bio

    Ian, 45, began his career in fast moving consumer goods at Britvic Soft Drinks Ltd.  With experience in Production, Logistics and Sales he has spent the majority of his time in Marketing managing brands such as Tango, Pepsi and some development brands giving him a broad experience in one of the largest fmcg categories. In 2003 Ian moved to Honda UK to lead the Communications Team producing all of Honda’s UK car Communications Strategy including: Advertising, Dealer Marketing, Brochures and Prospect and Customer Relationship Marketing and Digital output.  Campaigns include the “Jump” live TV ad, the first since the 1950s, “Impossible Dream” TV ad voted Best TV Commercial of the Year.  Honda was awarded Advertiser of the Year 2007 in Cannes. In 2008 the NMA award winning “Honda Effect” campaign illustrated the knock on effect of Swindon Factory returning to work after a four month shut down. During  2010/11 Ian was appointed to Honda Motor Europe and promoted to Head of European Marketing for Cars, Motorbikes and Power Equipment to  lead the communications strategy team for 27 markets responsible for pan European advertising, media, digital and printed materials. In January 2012 Ian joined Jaguar Land Rover as Global Marketing Communications Director for Jaguar responsible for Jaguar Communications Strategy and the creation of all global marketing assets. In April 2015 he took on the responsibility for the creation and development for all paid advertising materials for both Jaguar and Land Rover. A member of UK’s ISBA’s Executive Council, a Fellow of The Marketing Society and a member of The Marketing Group of Great Britain, Ian is also a judge for various industry awards.

Industry Advisors

Industry Advisors

Some of the best marketing brains in the business

  • Philip Ricketts

    Royal Mail MarketReach

    Read Full Bio

    Philip is the Head of Business Development at MarketReach. His role focuses on the development and delivery of a range of strategic media growth programmes for the direct mail and door drop industry. Recent initiatives include the development and launch of JIC Mail and programmatic mail. Philip has over 20 years’ experience working in a broad range of sales and marketing roles. The last 10 years have been focused in the media industry. During his career, Philip has held a number of roles in innovation, strategy and product development across the Royal Mail Group. He is also a Chartered Member of the CIM.

  • Kathy Dykeman


    Read Full Bio

    Kathy is currently Director of the Northern European and Global Accounts Measurement team at Facebook. She joined Facebook in 2010 and her mission has been to help clients reliably determine the impact of their advertising and strive for better industry measurement solutions for digital and mobile channels. Kathy has worked alongside top global FMCGs and Telco globally and across Europe in her current position. Before joining Facebook, London in May 2010, Kathy worked at Harris Interactive UK and stateside, she has served as a Vice President within a San Francisco based research consultancy, a government and academic research Director at Knowledge Networks and an Exit Poll specialist for the major news media in New York City.

  • Paul Cope


    Read Full Bio

    Paul Cope began his industry journey in the mid ‘90s with integrated shop Joshua G2 (where he successfully graduated with his ISP Diploma). He then embarked on a number of agency account management roles at iris, Saatchi & Saatchi X and Oliver – amongst others – creating award-winning activations for some of the world’s biggest FMCG brands. A passionate advocate of proving the effectiveness of marketing activation, he lives and breathes the IPM’s ethos of protecting, promoting and progressing the brand activation industry and all those working in it. Paul is a member of CAP, the PMDRP CAP Panel and various working groups.

  • Matt Hill


    Read Full Bio

    Funded by the commercial TV companies, Thinkbox is the marketing body for commercial TV in the UK, in all its forms.  Thinkbox works with the marketing community with a single ambition: to help advertisers and agencies get the best out of today’s TV.  Prior to joining Thinkbox in 2015 Matt worked at Channel 5, heading up their Planning & Insight team and representing the broadcaster at the BARB board. Prior to C5 he had roles at Virgin Media and Attentional.  Recent Thinkbox research studies include ‘TV Response:  New Rules, New Roles’, which looked at the changing way advertising delivers response and how different media channels work together to generate sales; ‘Payback 4: pathways to profit’, an independent econometric study commissioned from Ebiquity that found TV advertising has become more effective in recent years and creates more sales and profit than any other medium on a like-for-like basis; and ‘#TVTwitter: how advertisers can get closer to conversations’, which looked at how TV viewers are using Twitter to complement their favourite TV content.  When not at work, Matt is usually struggling to control either his two boys or his severe snap hook on the golf course. 

  • Denise Turner


    Read Full Bio

    After 24 years in communications research in advertising and media agencies (latterly at Havas Media Group), Denise joined Newsworks in April 2015.  She has delivered several award-winning projects as part of her role overseeing the insight programme at the marketing body for national newsbrands. Denise is obsessed with consumer insight and passionate about proving that communications works. She considers herself very lucky to be able to ask why for a living. She has authored a number of books and reports on communications effectiveness for the IPA.  She is a former Chair of the Media Research Group, a member of the IPA’s Television Research Advisory Group for over 20 years, and closely involved in the set up and ongoing development of the IPA’s groundbreaking multi-media study TouchPoints.  In 2009 she was elected a Fellow of the IPA, in recognition of her services to the advertising industry.

  • Jon Webb

    Gain Theory

    Read Full Bio

    Previous to Gain Theory, Jon was Deputy Global MD at Ohal, a WPP Marketing Effectiveness Consultancy, where he specialised in using advanced analytical techniques to solve business issues, working with retail, financial and pharma clients across EMEA and North America. Jon has also worked with National Savings and Investments as Chief Economist where he led the development of an integrated business intelligence team that brought together the skills of economics, econometrics, advanced statistical modelling and qual & quant research.

  • Jake Steadman


    Read Full Bio

    A founding member of the global measurement function at Twitter, Jake built and now leads all research and measurement teams outside of the USA. Prior to this, he led research teams at O2 UK, TNS and Quadrangle. He is a main board member for the MRS and a member of the MRS Delphi Group.

  • Colin Wheeler


    Read Full Bio

    Colin Wheeler is Director of Understanding Expertise, offering freelance consultancy utilising 20 years’ experience in agency and client-side roles. He is currently a member of the International Board for AMEC, and is a member of MRS. Colin ran the WE Communications EMEA Insight & Analytics team, providing measurable insight and understanding for client communications activity for over 3 years. Previously he spent 9 years at British Airways specializing in global brand, communications and reputation research. Colin has also worked as an independent consultant with several global market research agencies.

  • Andrew Canter


    Read Full Bio

    Andrew is amongst the leading practitioners in branded content and has over twenty five years experience working in marketing communications. Andrew is the Global CEO of the BCMA (Branded Content Marketing Association) which is the pre-eminent global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. He has been instrumental in developing the contentmonitor evaluation system which has been widely used by the industry. He has been responsible for spearheading the development and launching BCMA chapters across the world. He also the Chief Content Officer (CCO) at Global Living Brands (GLB), offering clients global opinion monitoring & influencing, reputation enhancement, strategic marketing, branded content creation & profile management. In his role as CCO, he is heavily involved in finding, selecting and developing suitable projects for the GLB Media Investment Fund, financing movies, TV formats and Digital content. He is co-author of the academic study, "Defining Branded Content For The Digital Age" and eBook series, BOBCM (Best of Branded Content Marketing) which has been successfully launched on iTunes and other digital platforms. Andrew lectures in Branded Content Marketing and regularly speaks at international conferences and has been on many international award judging panels. He is also a member of the Brand Entertainment Cristal Academy. Andrew is married with three young children. He is mad about Watford FC and all things horological. He is a Liveryman of the Worshipful Company of Clockmakers and has been awarded the Freedom of the City of London.

  • Tony Manwaring


    Read Full Bio

    Tony oversees CIMA's external affairs directorate, leading on global communications, public policy and advocacy programmes. This includes responsibility for building and sustaining key relationships with stakeholder groups and working with governments, employers, members and partners to promote the best interests of CIMA and the CGMA community. He is also programme director for Valuing your Talent, a research and engagement programme CIMA is conducting alongside several partners including the CIPD, CMI and UKCES. Most recently, Tony was Chief Executive at Tomorrow’s Company, a global think tank, where he worked in partnership with CIMA on a number of programmes, including the Tomorrow’s Value lecture series and joint initiatives on corporate governance and reporting. Prior to this, he served as Chief Executive of the charity Scope. He has also provided consultant services to the Lord Mayor of the city of London, leading the Restoring trust in the City and the City values forum initiatives and helping to deliver the Tomorrow’s City programme. Tony has a degree in economics from the University of Cambridge.

  • Rachel Aldighieri


    Read Full Bio

    Starting out in journalism before crossing into PR, Rachel has helped to drive the DMA's transformation from an ordinary trade association to a vibrant, facilitatory industry community over the last eight years – widening its relevance and appeal far beyond its traditional heartland and working closely with many of the UK's biggest and most forward-thinking agencies, brands, suppliers and press to promote a true one-to-one-to-millions marketing approach.

    She is responsible for leading the DMA's key industry initiatives – including the flagship annual DMA Awards, the Campaign for great British copywriting, Responsible marketing, the organisation's community website and an array of other events, workshops and research projects to help marketers put their customer first.

    Rachel is passionate about attracting new talent into the marketing industry and believes in the positive contribution and central role that one-to-one marketing can deliver within a modern, creative UK economy.

  • Nigel Geach


    Read Full Bio

    Nigel is responsible for the marketing and sales side of Repucom’s global motorsport business. Whether it be Formula One, Touring Cars, World Rally Championship or Moto GP, Nigel contributes regularly on TV, in the press or at conferences to give a balanced and informative view of the state of global motorsport. He brings more than a quarter of a century of experience of the sponsorship research business to the table, having joined Repucom as part of the acquisition of IFM Sports Marketing Surveys, where he was a Director since 1986. A graduate in business management, Nigel has seen first-hand the importance of sports sponsorship in marketing and communication and the growing need to evaluate all marketing disciplines. He is Vice Chairman of the European Sponsorship Association Board. He is married with one son and two grandchildren and lives in Surrey.

  • Tim Elkington


    Read Full Bio

    Tim joined the Internet Advertising Bureau (IAB) in 2009 as Head of Research, became Director of Research and Strategy in 2010 and Chief Strategy Officer in 2014. Tim is responsible for all IAB UK research projects including measuring the size of the UK digital advertising market through the IAB / PwC Digital Adspend Study, which now also measures the size of the affiliate and lead generation industries and the percentage of the UK digital display market that is traded programmatically. Tim is also responsible for commissioning consumer insight pieces such as Real_Living which looks at how people divide their attention between different screens in the living room.

  • Janet Hull


    Read Full Bio

    Janet is responsible for strategy, content and promotion of the IPA's external marketing programmes. She has been instrumental in developing and promoting the IPA Databank series of thought leadership publications with Peter Field and Les Binet, and has now been appointed to Executive Director Effectiveness Week and the Effectiveness Institute. As a former pioneer of the IPA President’s agenda, Janet has also developed the IPA’s content stream around intangibles and KPIs for marketing reporting. Janet's industry experience spans senior management positions at Y&R advertising, Burson-Marsteller corporate communications and Lewis Moberly brand identity. She was awarded an OBE for services to the creative industries in the 2014 New Year’s Honours list.

  • Jane Frost


    Read Full Bio

    Jane Frost became CEO of MRS, the world’s leading research association, in 2012 after 8 years in government – first as Strategy Director at the Department for Constitutional Affairs (Justice) and latterly as the first individual Customer Director at HM Revenue and Customs (HMRC).  It was for her work revolutionising HMRC’s customer intelligence and corporate strategy that she received the CBE.
    Jane has more than 20 years experience delivering customer based change to a wide range of corporations. She is Cambridge educated and Unilever trained, and before moving into the public sector was at the BBC, where apart from readying the BBCs technology businesses for sale, she was Controller of Corporate and Brand Marketing.
    Jane was responsible for the BBC films Perfect Day, World Leaders and Small People which broke industry records for awareness and approval while the conversion of the promotion Perfect Day into a charity CD raised over £2.5 m for Children in Need.
    Jane gained extensive international experience working for Shell in many markets including the US, Australasia, Middle and Far East. While there, Jane was responsible for pan European advertising and globally co-ordinated major brand re-launches.  Jane has been an NED of BBC Children in Need and a trustee of an Education Charity.  Her other non-executive experience includes International Publishing and Digital Communications. She has served on both audit and ethics committees.  She is a trustee and NED of the Lowry and a member of the advisory board of Women on Boards.

  • Francis Ingham


    Read Full Bio

    Francis Ingham is Director General of the UK Public Relations Consultants Association (PRCA), and Chief Executive of the International Communications Consultancy Organisation (ICCO). Founded in 1969, the PRCA is the professional body which represents the UK PR industry. The largest PR association in Europe, the PRCA represents over 18,000 individuals working across the industry. ICCO is the voice of public relations consultancies around the world. Its membership comprises national trade associations in 32 countries across the globe: from Europe, Africa, Asia, the Americas, and Australasia. Collectively, these associations represent over 2,500 PR firms. Ingham’s background is in politics and public affairs. He is External Examiner to the American University at Richmond; Trustee of The Speakers' Corner Trust; and the Master of the City of London Company of Public Relations Practitioners. He was educated at Oxford University, where he read Politics, Philosophy and Economics. He appears in both the UK and the Global editions of PR Week’s PowerBook.

  • Stephan Loerke

    World Federation of Advertisers

    Read Full Bio

    Stephan has been the CEO of the World Federation of Advertisers (WFA) since November 2003. During his tenure, WFA has doubled its corporate membership and has extended its network to 58 countries, significantly reinforcing the WFA’s presence in the world’s fastest emerging advertising markets. Prior to joining WFA, Stephan worked for L'Oréal in Paris and Brussels. He studied business economics at the Saint Gall Business School in Switzerland, after which he worked at the United Nations in New York. Stephan has German and French nationalities. He is married to Sabine and has two sons, Sebastian and Alexandre.

  • Stephen Maher


    Read Full Bio

    Stephen Maher is a Modern History graduate from Balliol College, Oxford and founder of MBA – where digital and direct interconnect. His agency career spans over 30 years – previously working at AMVBBDO and TBWA/Simon Palmer. MBA is an independent agency based in London, Miami and Brighton and has featured 3 years running in Campaign magazine as one of the ‘World’s Leading Independent Agencies’. MBA delivers ROI for Clients by applying their Brand Action approach, joined-up data, creative technology and content frameworks to the way that people buy today – digitally fuelled, non linear and dynamic ecosystem. This has helped MBA gain IPA Effectiveness Awards and other effectiveness wins including Marketing Society and E Commerce Awards – as well as accolades such as ‘Best Company One to Watch’ and IPA CPD Gold 3 years running. Clients include Accor Hotels, Avios, Cambridge University, Embraer Executive Jets, Everest, Investec Bank, Neilson Active Holidays, o2 and Sage by Heston Blumenthal. Stephen Maher is the chairman of the marketing society, an IPA Council Member, Chair of #IPASocialWorks, a Fellow of the Royal Society of Arts, features in Debrett’s ‘People of Today’ and sits on the board of BAFTA. He is also a failed rock guitarist and Chelsea season ticket holder. He lives in Wandsworth with his wife and 4 children.

  • Jonathan Harman

    Royal Mail Market Reach

    Read Full Bio

    Jonathan is Managing Director, Royal Mail MarketReach and a member of the Group Executive Team at Royal Mail Group. He has worked in Direct Marketing for more than 25 years. Previous roles include Managing Director of Omnicom’s Claydon Heeley, CEO of WPP’s RMG Connect and President, EMEA of Carlson Marketing where he was also a member of the global executive committee. Following Carlson Marketing’s acquisition by Aimia in 2009, Jonathan served as Chief Development Officer, EMEA of the combined company. Jonathan was elected an Honorary Fellow of the Institute of Direct Marketing in 2016.

  • Steven Chester


    Read Full Bio

    Steve has spent the last 18 years of his career in the digital advertising industry. He’s currently the Director of Media for the UK’s Incorporated Society of British Advertisers (ISBA), leading a team delivering industry education, standards, research and championing effective responsible industry self-regulation across all media platforms. He is also a permanent member of the Joint Industry Committee for Web Standards (JICWEBS) overseeing digital trading standards for the UK including brand safety, viewability and ad fraud. Prior to the ISBA, Steve spent 5 years as Director of Data & Industry Programmes at the Internet Advertising Bureau in the UK leading a team covering Display, Search & Data, 8 years at Microsoft Advertising leading a variety of account management/client service teams and 4 years as Head of Operations at Agency.com, a leading full service digital marketing agency.

  • Alan Bloodworth

    Gain Theory

    Read Full Bio

    Alan Bloodworth is Gain Theory’s EMEA CEO with over 20 years’ experience in the marketing effectiveness industry, partnering with some of the world’s biggest brands across many industry sectors, principally retail, online and CPG in several markets across EMEA and North America. His client experience includes Ahold-Delhaize, Reckitt Benckiser, Kellogg’s, Danone, Diageo and PepsiCo. Through advanced analytics and a high-touch consulting approach, Alan’s experience has seen him guide clients to solve critical business questions from understanding and optimising the impact of marketing on KPIs, through to shining a light on high value customers. Previous to Gain Theory Alan was a Director at Ohal - a marketing effectiveness consultancy - where he helped clients gain competitive advantage through maximising the return on their marketing budgets, typically in excess of $100m per year.

  • Jenny Biggam


    Read Full Bio

    Jenny set up the7stars in 2005 after a career at Zenith Media and Carat where she was a Board Director. Since 2005 the7stars has grown to be the UK’s largest independent media agency with clients including Suzuki, Nintendo and Iceland Foods.  The agency has won a number of awards including Agency of the Year in 2015 with both Media Week and Campaign Magazine.  They have a reputation for transparency, creativity – and being a great place to work. In 2016, The Sunday Times named the7stars the third best company to work for in the UK. Jenny chaired the Media Week Awards in 2016 and has spoken at a number of conferences and events including FT Women at The Top and Mediatel’s The Year Ahead.

  • Jo Arden


    Read Full Bio

    Jo is an enthusiastic and passionate advocate of the good that Marketing can do. Now in her eighth year of working on social purpose projects for Government and business, she has tackled issues ranging from Safe Sex to Climate Change and almost everything in-between. As strategy lead at 23red, her role covers public and private sector clients, unpicking business issues and exploring the ever-fascinating world of human behaviour. Prior to joining 23red, she worked at advertising agency (BETA) where she headed their GOOD (BETA) offering, working with charities and corporates on social causes, and prior to that at integrated agency iris, where she worked across all their COI business. Jo is also a mentor for the NABS Fast Forward programme.

  • Lorna Hawtin

    TBWA Manchester

    Read Full Bio

    As Disruption Director at TBWA, Lorna Hawtin is responsible for asking questions, wreaking havoc and building strategies to give challenger brands an unfair advantage. She was awarded the Sir John Hegarty Scholarship to the Berlin School of Creative Leadership, where she put her skills to use, causing disruption in the best possible way to gain an Exec MBA. By asking the hard-to-answer questions, challenging herself, and inspiring her classmates to do the same, she not only received the honour of Valedictorian, but took home the Michael Conrad Outstanding Thesis Award for her thought-provoking research on “Unpicking the Extrovert Ideal in ‘Adland’". As well as being part of the agency leadership team, she is also a frequently published commentator within the industry, with a special interest in how neuroscience can help shape strategy. She was 2014 Convener of Judges for the IPA Effectiveness Awards having won a number of Effectiveness awards as author in her formative years. She is also a Fellow of the IPA in recognition of her exceptional prolonged contribution to the industry body and her work in developing the Eff Test and the IPA's effectiveness strategy. She is also now a member of the U.K. Effie committee and the IPA's effectiveness leadership group

  • Simon Gill


    Read Full Bio

    As Chief Creative Officer, Simon oversees Isobar UK’s creative output.

    Having spent more than 20 years at the forefront of digital marketing, Simon is an award-winning creative, with a PhD in Multimedia. He has a proven track record in delivering creative excellence for global brands including Apple, Cathay Pacific, EON, Honda, Lloyds Bank, Mattel, Microsoft, Selfridges and Sony. He has a reputation for building an award-winning, multi-disciplinary team, and has a body of work that skilfully combines the power of brands with the power of technology to create exceptional experiences and real business results.

    He previously spent over a decade at DigitasLBi, as chief creative officer UK and MENA.

  • Simon James

    Sapient Razorfish

    Read Full Bio

    At SapientRazorfish, Simon leads the Data Analytics practice, which is accountable for measuring the effectiveness of SapientRazorfish's work on behalf of clients, and for generating new insight from digital. Insight generator. Someone who turns data into insight and insight into action. A unique mix of experiences working across bought, owned and earned media, commerce, experience and digital marketing platforms - and tying it all together. Expert builder of high-performance insight and analytics functions within clients, agencies and consultancies. Strong business development, presentation and public speaking experience. A vast array of experience working across multiple vertical sectors from gaming to grocery.

  • Ben Quigley

    Everything Different Ltd

    Read Full Bio

    Everything Different Ltd, is an independently owned group of creative brand strategy, disruptive insight, branded content, platform and experiences companies. Group clients include L'Oreal, Sky, Sage, Northumbrian Water, Land Securities, Gulf Bank and Carpetright. Everything Different has offices in Newcastle and London. Ben's role is to drive the growth of Everything Different's clients, its business and its staff. He leads the way to make Everything Different a destination brand for clients who share the group's purpose to always challenge the status quo and drive commercial creativity, making a difference together.

  • Neil Godber


    Read Full Bio

    Neil started his career at Publicis, where he was responsible for strategy on The Army, ASDA, and making D&AD awarded work for the Depaul Trust. He departed for MCBD to enjoy planning on a variety of brands including Greene King, Premier Foods, Subaru and P&O Cruises, then on to M&C Saatchi, where he brought back the Ribena berries and made Dixons “The Last Place You Want To Go”, the most awarded work of 2010, winning the APG Grand Prix and Jay Chiat Gold. Latterly, Neil worked at BBH, where he led the planning for Audi, Barclays, Dulux and Gordon’s, until arriving at JWT. Neil is currently Head of Planning at JWT, responsible for the strategic offer of the agency, trying to keep a great department happy and staying busy planning on various global and UK brands.

  • Victoria Pattinson

    LinkedIn Marketing Solutions

    Read Full Bio

    Victoria Pattinson leads Market Development for LinkedIn Marketing Solutions in EMEA.  Prior to joining LinkedIn, Victoria worked at WPP, where she held senior roles for FMCG clients, and thought leadership and strategy positions, including co-founding WPP's Stream unconference.

Academic Advisors

Academic Advisors



    Read Full Bio

    Daniel is world-leading researcher in music psychology and one of his areas of specialism is the use of music and other types of emotional stimuli to enhance the effectiveness of advertising. More widely, he has conducted research on implicit assessment techniques  of advertising effectiveness including psycho-physiological measurements, such as skin conductance responses and heart rate. in addition to his academic work, he is also Scientist in Residence with the London-based advertising agency adam&eveDDB, a post he has held since 2010.


    Berlin School of Creative Leadership

    Read Full Bio

    As a respected and passionate people development expert, Jamshid Alamuti contributes his deep understanding for creative thinkers, as well as the rare ability to build bridges between creative and operational sectors. Alamuti's track record is extensive and diverse, bringing unique insight to the Berlin School. As Global Head of Gedas Academy, he serviced subsidiaries worldwide, developing junior and senior management of VW Group that was later acquired by Telekom Training. His focus was on methodology development in sales, project management, change management and pre-sales consulting. Alamuti has extensive corporate experience at the highest level, with core skills in leadership development, intercultural consulting and management, strategy consulting and group moderation. His reputation among clients and peers is as a catalyst, inspiring action rather than endless PowerPoint and talk.

  • Catharine Hays

    Wharton Future of Advertising (WFoA) Program

    Read Full Bio

    Catharine is the Executive Director of the Wharton Future of Advertising (WFoA) Program, joining forces with Professor Jerry Wind in early 2008 to establish and develop the Program in Wharton’s think tank, The SEI Center for Advanced Studies in Management.  In support of the Program’s role as a catalyst to reinvent the scope, practice and value of advertising, Catharine has grown the Global Advisory Board to over 90 thought leaders from around the world, enlisted over 200 visionaries to contribute to the WFoA Advertising 2020 Project, and convened over 400 executives for roundtable insight sessions and collaborations in Philadelphia, NY, Paris, New Delhi and Singapore, among others.  She is co-author of Beyond Advertising: Creating Value through All Customer Touchpoints (Wiley) and is the Wharton Marketing Department’s co-host for the “Marketing Matters” radio show on Business Radio Powered by the Wharton School on Sirius XM 111. @catharinehays @whartonfoa

  • Nick Chater

    Warwick Business School

    Read Full Bio

    Nick Chater joined WBS in 2010, after holding chairs in psychology at Warwick and UCL. He has over 200 publications, has won four national awards for psychological research, and has served as Associate Editor for the journals Cognitive Science, Psychological Review, and Psychological Science. He was elected a Fellow of the Cognitive Science Society in 2010 and a Fellow of the British Academy in 2012. Nick is co-founder of the research consultancy Decision Technology; and is on the advisory board of the Cabinet Office's Behavioural Insight Team (BIT), popularly known as the Nudge Unit.

  • Jim Macnamara

    University of Technology Sydney

    Read Full Bio

    Jim Macnamara PhD, FAMEC, FAMI, CPM, FPRIA is Professor of Public Communication at the University of Technology Sydney (UTS) and Visiting Professor at London School of Economics and Political Science, Media and Communications Department in 2016. He is internationally recognised for his research into evaluation of public communication and for his work on organisational listening. He is the author of numerous academic and professional journal articles and 16 books including The 21st Century Media (R)evolution published by Peter Lang, New York in 2014; Organizational Listening: The Missing Essential in Public Communication published by Peter Lang, New York in 2016; and Evaluating Public Communication: Exploring New Models, Standards, and Best Practice to be published by Routledge, UK in 2017.

Industry Partners

Industry associations from the UK and around the world have rallied to the call to make marketing more accountable.



Knowledge Partners

Renowned learning institutions and providers bring the clout of their research and resources to our content.

“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