Effectiveness Week was always seen as the beginning of something much bigger. Today the IPA, with partners spanning industry bodies, clients and agencies, are excited to announce the launch of a new initiative: EffWorks.
EffWorks is an ongoing programme, building on the success of the first Effectiveness Week in November 2016. Our overarching aim is to promote a marketing effectiveness culture between clients and agencies.
Three core areas of change
We want to achieve culture change across the industry. To do so we will focus on three core areas:
- Marketing marketing: The initiative will develop the case for marketing investment and return on investment in the short, medium and long term
- Managing marketing: We will provide awareness and understanding of how marketing works. How to develop the best processes for planning and executing marketing programmes
- Monitoring marketing: We will help the industry to develop the best models, tools and techniques to plan, monitor, direct and measure the impact of marketing activity.
M&S, Aviva and the BBC are just some of the most recent clients to join us and our partners in the 2017 cross-industry, global drive for greater effectiveness. This is a collaborative, open movement engaging with all stakeholders in marketing effectiveness from the C-Suite right through organisations.
Janet Hull, Director of Marketing Strategy at the IPA, who has spearheaded the project says, “Our 2017 programme takes us to the next level, with new research to identify winning behaviours, to showcase the metrics that matter, and to demonstrate how to do data integration well. We are also expanding our IPA Databank work stream to clarify ‘How marketing works in the digital age’.”
New conferences around the world
You may have noticed that this site has subtly changed. We are now branded EffWorks. The EffWorks hub will continue to host the learnings from Effectiveness Week year on year and will be built upon continually. Each year we will share our learnings and research at conferences across the globe. In 2017 they will take place in New York and China. The second EffWeek conference in London will take place on 10 October 2017.
Chris Hirst, CEO, Havas and Chair of the IPA Effectiveness Leadership Group (ELG) has, along with the rest of the ELG, been instrumental in planning the events in 2017. He says “Promoting a culture of marketing effectiveness between agencies and clients is central to our strategy, which is why, this year, we are inviting agencies to join us in hosting their own effectiveness events in Effectiveness Week, and appointing agency effectiveness champions.”
This move to involve agencies and clients more integrally to the event is all about finding ways to embed the learnings from EffWorks into organisations, to create culture change. Read ‘10 Steps to Marketing Effectiveness‘ now to absorb the initial findings from the inaugural Effectiveness Week 2016.
For more information on EffWorks and Effectiveness Week 2017 watch this space. If you would like to get involved in the programme please contact firstname.lastname@example.org
“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