Peter Field, Brent Snider of System1, Phil Thomas, Chairman of Cannes Lions Festival of Creativity, Tina Moffett of Forrester, and Marsha Lindsay of Lindsay Foresight & Stratagem will speak at ‘Breaking Brand.’ Our first EffWeek event in New York on 23 May 2019.
We all know that marketing works when it’s done right. But it has become increasingly difficult to demonstrate that to the people who matter. The myriad of experiences, activities and channels that the digital revolution has enabled has resulted in a complicated ecosystem and ever more opaque reporting. We need to reset and reframe our commitment to effectiveness.
At this event, you will hear from some of the biggest advocates of, and experts in marketing effectiveness in the digital era. They’ll be presenting and debating the current best practice in:
- building brands
- briefing creatively to deliver best returns
- measurement strategy
- crafting an effectiveness culture
Celebrated author and marketing consultant, Peter Field, will build on the widely accepted general marketing principles he has developed with co-author Les Binet in several publications. Their latest work tailors the results for individual market categories, business models, brand life stages and size. For marketers, this is an opportunity to see some real and robust numbers supporting the best approaches for their particular type of brand.
Peter will be joined by:
- Janet Hull, IPA Director of Marketing Strategy, will open the event.
- Brent Snider of System1, launching their research into creativity and fluent devices with new US data.
- Chairman of Cannes Lions Festival of Creativity, Phil Thomas, will join us to talk about the business case for creativity.
- Marsha Lindsay, founder of Lindsay Foresight & Stratagem, will be talking on the psychology of persuasion, from 100,000 BC to 2030 AD
- The new Forrester report, Balancing Short and Long Term Marketing Metrics will be presented by Tina Moffett, Senior Analyst at Forrester
EffWorks is a global, not-for-profit initiative, spearheaded by the IPA (Institute of Practitioners in Advertising). All our content and events are powered by our programme of original research and development, carried out in collaboration with a wealth of industry and brand partners.
“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