June 18, 2019
The Board-Brand Rift – getting the brand back in the boardroom
New research we undertook with our partners the FT reveals that over half of business leaders rate their knowledge of brand-building as average to very...
Read MoreJune 18, 2019
New research we undertook with our partners the FT reveals that over half of business leaders rate their knowledge of brand-building as average to very...
Read MoreNew research from Peter Field shows that short-term thinking is no longer just 'Selling creativity short'. It is killing it. The crisis in creative effectiveness was launched...
Read MoreJune 11, 2019
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...
Read MoreApril 2, 2019
New research has shone a spotlight on the effects produced by different types of video. Unruly, and effectiveness expert Peter Field, dug into the IPA...
Read MoreJanuary 15, 2019
An effective marketing campaign achieves the perfect balance between activation and brand-building. But how can you work out how to invest your marketing budget in the...
Read MoreDecember 18, 2018
Watch a summary of the debates, research and speakers that looked at the role of creativity in marketing effectiveness at EffWeek 2018. Further reading below. Creativity is sometimes sidelined...
Read MoreNovember 11, 2018
Watch a summary of the debates, research and speakers that tackled the question of measuring marketing effectiveness at EffWeek 2018. Further reading below. Understanding measurement is...
Read MoreNovember 7, 2018
Watch a preview of the debates, research and speakers that tackled the question of marketing effectiveness culture at EffWeek 2018. Further reading below. To embed...
Read MoreOctober 30, 2018
Panellists from a media agency, financial analyst and an FMCG brand share and compare their experiences. The debate - what does it take to create a marketing...
Read MoreOctober 19, 2018
This panel at EffWeek 2018 built on research into the long-term effects of certain creative devices, and Matt Lucas' tips for creating characters. They debated how...
Read MoreOctober 15, 2018
Matt Lucas, one of the UK's top comedy writers and performers, talks to Naga Munchetty about how he creates memorable characters. Our research into creativity has...
Read MoreOctober 9, 2018
How does creativity contribute to long-term growth? This is the question that Orlando Wood of System1 Group set out to find out. In partnership with...
Read MoreOctober 8, 2018
'Effectiveness in context' is Peter Field and Les Binet's latest foray into the IPA Databank. In it, they reveal the optimum balance of brand-building vs...
Read MoreSeptember 27, 2018
Ian Edwards, Planning Director at Facebook, talked to us about some of the effects of machine learning on the discipline of planning. Facebook hosted ‘Planning Reimagined’...
Read MoreSeptember 20, 2018
System1 have been working with the IPA to assess how creativity contributes to long-term growth. The results, released at EffWeek this year, have even begun to...
Read MoreSeptember 12, 2018
Chief Executive at international strategic consultancy Rouser, JP Hanson talks about the pitfalls that organisations trying to measure marketing effectiveness face, and argues for a...
Read MoreAugust 7, 2018
Profit Ability: the business case for advertising by Ebiquity and Gain Theory quantifies the impact that different forms of advertising have on the bottom line....
Read MoreMay 22, 2018
Last year's EffWorks marketing reading list on effectiveness proved popular. Here's an update for 2018, with recommendations chosen by some of our advisory board and previous speakers....
Read MoreMarch 7, 2018
Here are the ten best charts on marketing effectiveness from the work of Les Binet and Peter Field as chosen by Tom Roach at BBH. Steal them,...
Read MoreOctober 31, 2017
Short-termism came up in every single session at EffWeek 2017. Sera Miller, CEO at Material discusses the complicity of marketers in the short-term focus of...
Read MoreOvercoming short-termism is a business issue. As marketers, are we in danger of managing ourselves into irrelevance, fuelled in no small part by an increasingly dangerous obsession...
Read MoreJohn Webb is Managing Partner at Gain Theory. He talked to us about the need for a consistent approach to measurement across the industry. Gain Theory have...
Read MoreOctober 30, 2017
Lorna Hawtin is Disruption Director at TBWA Manchester. She ran a thinktank at EffWeek 2017 discussing whether marketing theories from the twentieth century were now...
Read MoreOctober 27, 2017
The finance perspective on marketing effectiveness. Martin Deboo is a consumer goods analyst from the global investment bank Jeffries. Professor Patrick Barwise is a respected marketing...
Read MoreThe marketing and finance communities could easily assumed to be at odds with one another. But the truth is more complicated. Professor Patrick Barwise, LBS...
Read MoreOctober 20, 2017
Do fluent devices make long term campaigns more effective? In this video, Orlando Wood of System1 Group presents his research using the IPA Databank. He looks at particular...
Read MoreOctober 11, 2017
'Media in Focus' is the first chapter of research from Les Binet and Peter Field called Marketing Effectiveness in the Digital Era. It was first presented at...
Read MoreOctober 10, 2017
This Green Paper is a provocative think piece on measurement strategy. A thinktank on the subject explored the matter further at EffWeek 2017. The paper lays...
Read MoreOctober 4, 2017
Billy Ryan is Marketing Effectiveness Manager at Direct Line Group. We talked to him about his role and what the job of managing marketing effectiveness...
Read MoreSeptember 29, 2017
Jonathan Harman is Managing Director at Royal Mail MarketReach. He is positive about the future of marketing effectiveness, arguing that our industry is one with...
Read MoreDenise Turner is Insight Director at Newsworks. She talked to us about Peter Field's study of the IPA Databank to understand how the effectiveness of newsbrands...
Read MoreJune 20, 2017
An infographic exploring assumptions driving marketing in today's digitally transformed, multi-channel world. Drawn from Media in Focus, the new research by Les Binet and Peter...
Read MoreJune 15, 2017
The potential of marketing investments has never been greater. But brands are failing to leverage their true power by prioritising short term gains. That was the overriding finding...
Read MoreJune 13, 2017
'Media in Focus' by Les Binet and Peter Field is a masterclass in measuring the effectiveness of large-scale campaigns. The report is published on 14...
Read MoreMay 31, 2017
'Media in Focus' by Les Binet and Peter Field is a new research paper on marketing effectiveness published on 14 June 2017. Les and Peter...
Read MoreJanuary 26, 2017
Many of the debates at EffWeek 2016 touched on how to effectively builds brands in the long and the short-term. The final panel session of the event...
Read MoreNovember 25, 2016
Les Binet on the effects of short termism, the challenge to creativity and what actually makes brands grow. Les Binet is Head of Planning at...
Read MoreNovember 17, 2016
Leveraging data has in recent years become the ultimate solution for many brands but has it really moved the dial significantly or failed to live...
Read MoreNovember 14, 2016
What basket of measures, scorecard or dashboards help you to measure marketing investments effectively? Our invited panel shared their different approaches to this Holy Grail...
Read MoreDuring EffWeek 2016, Thinkbox and Google partnered to investigate the new marketing research from the 'Godfathers' of advertising effectiveness, Peter Field and Les Binet. Google and Thinkbox...
Read MoreLes Binet and Peter Field have using decades of effectiveness data from the IPA Databank to conduct their influential research into marketing effectiveness. 'Media in Focus' was the...
Read MoreNovember 11, 2016
This panel considered how marketers can become truly influential in driving business transformation beyond the immediate domain of marketing - through culture and practice. Scroll down...
Read MoreThe dual impacts of short-termism in marketing and lower investment behind creativity have halved the success of creativity over a period of just https://bestradios.co.uk/cialis-tadalafil-uk/ four...
Read MoreOctober 28, 2016
Here are a few book suggestions, a marketing effectiveness reading list for those of you who'd like to get your head around the subject. Recent...
Read MoreOctober 21, 2016
Peter Field is a marketing consultant, former strategic ad planner and co-author of the renowned paper The Long and Short of It. Here, he uses...
Read More“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