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Two new pieces of research from the EffWorks stable will be released at an event at the Cannes Festival of Creativity on 19 June.

At ‘The Crisis in Creative Effectiveness,’ on 19 June, the IPA and EffWorks will discuss the disconnect between the success of creativity, and its perception in the boardroom. The event takes place at 1530 at Audi A, at Palais I at the Cannes Lions Festival of Creativity.

EffWeek sign at venue at Cannes Lions Festival of Creativity

We’ve partnered with the FT to interrogate attitudes to creativity amongst their extensive readership. Renowned marketing consultant Peter Field has also completed new research into creative effectiveness with the IPA Databank. His aim; to build evidence and arguments to counter reluctance to invest in creative solutions.

The FT’s survey suggests that whilst boards are convinced of the importance of brand assets on balance sheets, they are simultaneously less willing to invest in the creative marketing that drives long-term brand health. The full results of the survey will be unveiled at the event and attendees can expect to get a real insight into the barriers that they are facing when selling in creative brand-building work.

Peter Field and WARC have revisited the work Peter did on in Selling Creativity Short with a new paper on the role of creativity in marketing effectiveness. Their aim was to understand better what the future of creativity is, in a world where the building blocks of successful brands are so misunderstood.

If you are going to be visiting the Cannes Lions Festival of Creativity, be sure to come along to Palais I on 19 June to find out more. Creativity is the blood running through the veins of our industry. We can’t afford not to defend its value.

“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