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Marketing Effectiveness in the Digital Era

Required reading for any marketer who wants to understand how to balance brand building and activation activities across different media, categories and brands for the best results

Les Binet, Head of Effectiveness at adamandeveDDB and Peter Field, Marketing Consultant having been working together for ten years to interrogate the IPA’s Databank - over 1,300 case studies from the IPA Eff Awards.

‘Marketing effectiveness in the digital era’ is a mammoth undertaking in four chapters to forensically examine previous campaigns to extract the most effective balance of brand building and activation activities.


Essential reading for anyone with a role to play embedding marketing effectiveness at their organisation.

Knowing the rules of marketing effectiveness is all very well, but how do you achieve it? You need a business-wide culture that promotes it. This research undertook to find out what that means in practice. In 2018 we built in the inital report with a quantitative study, and a report diving deeper into the relationship between marketing and finance.

Measurement Strategy in the digital era

The what, how and why of measurement is an essential component of marketing effectiveness. Organisations that get it right, get their marketing right.

What should we be measuring, what’s the best way to do it, and most importantly what are we supposed to do with all that data when we’ve got it? How do we turn it into action?

The White Paper ‘Measurement strategy in the digital era', was presented at EffWeek 2018.


“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