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This year at EffWeek 2018 we’ve published a quantitative analysis of the prevalence marketing effectiveness culture in agencies, brands and finance departments.

The research looked for the organisational attributes identified in our 2017 paper ‘Culture First‘. Over 200 practitioners from both agencies and brands were surveyed to find out whether effectiveness culture was finding its way onto the agenda. Presented by Libby Childs of Greengrass Consulting, it aimed to broaden our understanding of what organisations are doing, or not doing, to improve effectiveness. Watch the session or scroll down to download Libby’s slides.

During EffWeek 2018, and following the culture theme, we also presented research into the relationship between finance and marketing teams. You can also watch that presentation by Fran Cassidy on the website.


  • To broaden and deepen industry knowledge and understanding of the current levels of ‘Effectiveness Culture’
  • To establish an industry baseline against which progress can be measured
  • To determine current practices around the behaviours identified in the 2017 study, exploring those which are helping and hindering the creation of an ‘Effectiveness Culture’
  • To investigate the interdependencies between stakeholders

Download the slides from Libby’s presentation below.

“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