<< Back to Learning Resources
Approx Time

Reverend Richard Coles, former pop star, TV personality and a Church of England vicar, joined us at EffWeek 2018 to impart some wisdom about moving between roles and working with people very different from yourself.

Achieving marketing effectiveness is as much about the culture of an organisation as it is about measurement or creative strategy. To be successful marketers must push their way out of the marketing bubble and engage with colleagues in many departments. Our Culture First research from 2017, and 2018’s ‘Building Bridges with Finance,‘ showed that this is particularly important when it comes to working with people in finance teams.

But as old silo’s dissolve and roles change it is easy to find yourself in difficult territory, working alongside people with different mindsets and value systems. Richard’s experiences as an initial outsider in a series of different worlds have given him great insight into how to inspire trust and build great working relationships.

“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