Live the Learning
Marketing effectiveness is not just a 'nice to have'. It is a key factor in business culture and growth. EffWorks is a reservoir of learning, research and debate established by the IPA and a host of industry partners. The ambition is to provide the marketing industry with resources and tools to change its culture. To realise the potential of truly accountable and effective marketing.
DRIVEN BY RESEARCH
We invest in an ongoing programme of research. It informs our content and events so you can be sure they are grounded in real data and the latest findings. Every year at EffWeek we publish our new findings. We focus our efforts on four areas: the impact of digital on media investments, building effectiveness culture, creativity, and measurement.
Report urges co-operation between marketing and finance
What are the challenges and opportunities for collaboration between finance and marketing colleagues...
Creative effectiveness ladder launched by Cannes Lions & WARC
Creative commitment - reflected in budget, duration and channel usage - helps creative effectiveness...
Decoding Decisions – The ‘Messy Middle’ of Purchase Behaviour
Understanding the complex process for consumers between initial trigger and final purchase. ...
"Forget the hype, forget the misreporting. We are seeking to represent what’s really going on and the opportunities for improvement in our industry. EffWeek and EffWorks are not just about what we do, but why and how we do it. Our overall ambition is to encourage evidence-based decision making in marketing. To move the industry from a reporting to a learning culture. To encourage greater accountability and transparency. Ultimately to create more value for the brands we service."
Janet Hull O.B.E
Director of Marketing Strategy,
IPA and Executive Director
Our annual EffWeek event took place from 15-18 October 2019, with the flagship conference on Tuesday 15 October. Download presentations from the Learning & Resources page.
Learning & Resources
Browse the collected learning and resources from our events, partners and annual R&D programme. Download, copy and paste, steal a quote to impress your boss - it's all here for you to use.