Marketing for growth

Our ambition at EffWorks is to firmly position marketing as a route to profitable growth…

Established by the IPA, it is a long-term, global, and not-for-profit initiative. We address the issues that impact on effectiveness and challenge the content and context of marketing outputs.

We want to restore trust in marketing. We want to see culture change, from a focus on reporting, to a focus on learning. From justification and post-rationalisation to accountability and transparency.

Read on to find out how we promote effectiveness culture in marketing.


Uncovering the truth

Forget the hype, forget the misreporting. The EffWorks initiative exists to seek out the truth about marketing that works and why.

Our approach is above all, evidence-based.

Every year any profits are ploughed back into the programme to fund new research.

This research informs the Learning & Resources we provide. It directs the conversations we catalyse at EffWeek in London and its sister events in other markets around the world.

We are currently working on research into the impact of digital on media investments, how to embed an effectiveness culture and measurement strategy.

Explore all our research

Beyond Effective Communications

The scope of EffWorks encompasses and then extends beyond the marketing communications budget.

We reach into the C-Suite and across organisations. Where decisions about pricing strategy, customer experience, agency/brand relationships and internal marketing structures are made.

We help everyone with a stake in marketing to apply evidence-based thinking to every aspect of their responsibilities.

In order to achieve this scope we are working with industry bodies, academic and commercial partners with a huge breadth of expertise.

Meet our partners

The key issues

There are three areas with huge potential to improve marketing outcomes:

  • Marketing marketing: how we promote marketing practice to all our key stakeholders
  • Managing marketing: how we manage marketing practice at the coal face day-to-day
  • Measuring marketing: how we extract the learning we need to make evidence-based decisions

To interrogate each of these opportunities and provide actionable advice for marketers and brand owners we are provoking conversations on five main subjects: Leadership, Building Culture, Creativity, Impact of Digital and Measurement and Metrics.

Explore all our content.

EffWeek 2019: 15-18 October

EffWeek is our flagship event. It takes place each year in London and at satellite events in the rest of the UK and around the world.

We work closely with clients, agencies and industry bodies to ensure the programme will help them to embed best practice in their organisations.

In the future, our ambition is to ensure effectiveness is represented on international platforms. For the last two years we have been forming partnerships around the world to achieve this.

Watch highlights of 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