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THIS SURVEY IS NOW CLOSED. You can see the results here.

The IPA and ISBA are collaborating to run the UK’s biggest survey into current attitudes and practices relating to marketing effectiveness, and we need you to participate.

At EffWeek last year, a qualitative report, Culture First, started to identify and explore the successful behaviours within a marketing effectiveness culture. Building on the report’s positive reception, this year’s quantitative survey seeks to establish how marketing effectiveness is currently valued, resourced and managed, collating insights and experiences from across our industry.

If you work at a marketing company as a marketer, insight, data analyst, or finance professional; or are within an agency, in management, planning, research, analytics- please complete your 15-minute survey by clicking the relevant button below.

The results of this culture survey will be the first ever benchmark for the management of marketing effectiveness. It will show us which strategies and structures to improve marketing effectiveness, are being practised, and with how much success. It is an essential step in our journey to provide agencies and clients with actionable, evidence-based advice on creating an effectiveness culture.

We will share findings at Eff Week 2018 on the 9th October, from which we will develop industry recommendations

Make sure you click on the correct questionnaire for your role and please send a link to this page to relevant colleagues and associates in other departments and organisations.

“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