Effectiveness Week kicked off on Monday 31st October with a number of great satellite events from some of our partners. Thinkbox and Google partnered to investigate the new marketing research from the ‘Godfathers’ of advertising effectiveness, Peter Field and Les Binet.
Google and Thinkbox brought together an authoritative panel of effectiveness evangelists chaired by consultant and writer Mark Earls to discuss the findings of Les and Peter’s new marketing research ‘Media in a Digital Age’. Ian Cairns, Head of Brand and Marketing Services at Easyjet, David Golding, Founder and Chief Strategy Officer at adam&eveDDB and Lorna Hawtin, Disruption Director at TBWA Manchester were on hand to help the audience dissect the report and its implications for marketers.
You can see Les and Peter’s full presentation of the first part of their highly anticipated new study for the IPA, ‘Marketing In The Digital Age’ here. The research investigated whether the changing media landscape of the last decade has changed the effectiveness of marketing fundamentally.
“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