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How to build an effectiveness culture: have your say

You have the opportunity to help shape the future of our industry by participating in a landmark study exploring how marketing effectiveness is valued, resourced and managed.


The 15-minute survey, a collaboration between the IPA and ISBA, is open for all those working at brands and agencies until 31st July. The results will be published at EffWeek 2018, a cross-industry deep-dive into Marketing Effectiveness in the Digital Era from 9th-12th October.

Building on last year’s qualitative report, Culture First, which examined the behaviours within a successful marketing effectiveness culture, this new study will form the first ever benchmark on the management of marketing effectiveness. The findings will then be used to develop evidence-based industry recommendations on how to create an effectiveness culture. The results and key recommendations will be made available to IPA members after the conference.

There are different three versions of the survey, for:

The report is one of four pieces of research being published at EffWeek 2018. The other studies are:

  • Marketing effectiveness in the digital era Part 2: a deep dive into IPA Databank ratios across sectors and categories with Les Binet and Peter Field
  • The metrics that matter: from green paper to white paper: a cross-industry framework for measurement strategy
  • Optimising multi-platform creativity: the results of a series of collaborative R&D projects evaluating multi-media creativity and effectiveness.

For more information, and to book tickets visit the EffWorks website.

EffWeek 2018 is sponsored by Facebook, Gain Theory, Google, Newsworks, Royal Mail, System 1 and Thinkbox

Last updated 05/07/2018

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