EffWeek Global 2020

Marketing Effectiveness for post-Covid recovery

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.


Evidence-based knowledge and resources on measurement, leadership, creativity and culture - including pioneering report, 'Lemon', on the advertising brain.

Learn from EffWeek

EffWeek 2019 reimagined effectiveness and creativity, bringing together marketers, C-Suite executives, agencies, and industry bodies to share and challenge thinking.

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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.


"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.


EffWorks and EffWeek are a team effort. Our collaborators help us to shape a relevant and insightful debate around marketing effectiveness.