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We live in tumultuous times and uncertainty is fuelling pessimism in the industry. Lorna Hawtin, Disruption Director at TBWA Manchester investigated.

Lorna found more cause for optimism than you might think and a definite case for cultivating it in our industry. Watch her keynote at EffWeek 2018 which draws on behavioural science as well as an examination of the place marketing found itself as 2018 drew to a close.

Key learnings in this video:

  • where does pessimism come from?
  • what role do uncertainty and change play?
  • why is uncertainty viral?
  • how does optimism affect performance?
  • are optimism or pessimism hard-wired in us?
  • how can we overcome pessimism and its negative effects?

Lorna’s talk was the keynote at EffWeek 2018. The other sessions from the conference can be found in our Learning and Resources section.

Related content

Watch Tim Harford’s talk on how adversity can create acts of genius
Hear from Lorna Hawtin at EffWeek 2017 on the obsolescence of much marketing theory
Learn how a culture that encourages risk and support failure can boost marketing effectiveness


“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