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EffWeek is an evidence-based marketing conference and this year we made a special effort to live up to that, releasing no less than five pieces of new research in various forms.

To make it easy for you to find them, here’s a round-up of all the research pieces that have been published in the Learning and Resources section. There’s an awful lot more going up in there, including comedy-writer Matt Lucas’ take on character creation and a look at AI ‘swarm’ technology. So don’t just rely on the links below, have a dig around when you get a minute, and follow @EffWorks for updates as things are published.


Effectiveness in Context – Understanding how marketing works in different contexts

Watch Peter Field and Les Binet present the latest instalment of their research into the IPA Databank. In this chapter, you’ll learn about the nuances of  the 60/40 brand-building/activation ratio in different sectors, sub-sectors and in different contexts.

You can also buy a copy of the full report in book form here.


Measurement Strategy for the Digital Era – Getting it right

EffWeek partners Gain Theory have worked with us to create this white paper on the what, how and why of measurement. Find out where your organisation is on the ladder to excellence and learn how to go about putting in place a measurement strategy that measures effectiveness, not just efficiency. Download the paper for free and watch the presentation of the research paper here.


Creativity for the long-term – Creating campaigns that drive long-term growth

Orlando Wood of System1 Group believes that creativity is an essential component of long-term growth. This year he set out to prove it and the results are striking. This report looks at the evidence for the financial impact of creativity on the long-term and investigates how a particular kind of creative technique, the fluent device, is able to do this. Watch Orlando present and download his slides. 


Quantifying Culture First – How good are organisations at marketing effectiveness?

Libby Childs of Greengrass consulting worked with us and ISBA to do a quantitative analysis of the brands and agencies to see if the results of the qualitative report Culture First played out on a larger scale. Watch her presentation and download her slides here.


Building Bridges with Finance – How can marketers and finance colleagues work better together?

Fran Cassidy delves deeper into some of the findings of the Culture First report, published in 2017. She looked specifically at how the relationship between Marketing and Finance colleagues was playing out. Are they coming closer together? Is finance starting to lend marketing credibility by backing it’s predictions? Watch Fran’s presentation here and download the slides.


 

“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