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Presented by our EffWorks partners Google – WATCH the livestream from Google HQ, King’s Cross, at 4pm on 11 October 2017.

At this EffWeek and Youtube event we’ll be bringing you this year’s winners from YouTube Works for Brands plus an array of insider tips. Get up to speed on the agenda, save the date, and set your reminder for the live stream now.

This event is part of EffWeek 2017.

The live stream has now finished. The recording will be made available soon.

As time spent with online video grows, so does the possibility of using digital media for effective long-term brand building. Is it just a case of adding reach to your TV campaigns, or do we need to create made-for-platform content? How should we be thinking about the new ways to link brand and activation? And who’s doing well in this space?

At this event, we aim to answer those questions by gathering a stellar line-up of leading industry experts and winners of the 2017 YouTube Works for Brands awards. Intrigued? Check out the sessions on the agenda below, save the date in your diary, and watch the event live on the 11th.

Get ready to tune in. Here’s the agenda:

4pm – 4.10pm: Welcome and Introduction  

Charlotte Morton, Head of YouTube B2B Marketing, will give us an overview on what to look forward to.

4.10pm – 4.20pm: YouTube Works for Brands. Really?

Craig Mawdsley, Joint Chief Strategy Officer of AMV BBDO and 2017 Chair of Judges for YouTube Works for Brands, gives his insights from judging this year’s campaigns.

4.20pm – 5.05pm: Award-winning Brand Stories

We put a spotlight on three YouTube Works for Brands winners: Sainsbury’sMattessons and Sarsons. Each will share the inside story of their brilliantly effective YouTube campaigns and tell us the secrets to their success.


Raquel Chicourel, Head of Planning from Saatchi & Saatchi (Mattessons)

Lisa Stoney, Senior Strategist from AMV BBDO (Sainsbury’s)

Poppy Shute, Senior Marketing Innovations Manager, (Sainsbury’s)

Lorna Kimberley, Head of Marketing from Mizkan Euro (Sarsons)

Nick Moon, Group Digital Account Director from Universal McCann (Sarsons)

5.05pm – 5.30pm: Attention and Effectiveness

Rohan Gifford, Research Manager from Google, will share the results from our latest ethnographic research, and explore the link between attention and the effectiveness of video advertising.

5.30pm – 6.00pm: What now?

Craig closes the afternoon with discussion and open Q&A with Lisa, Lorna, Raquel and Rohan and debate what this means now and for the future of effectiveness in an online video world.

6.15pm: Finish

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“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