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Brands, academia and the communications industry launch landmark initiative to fuel business success

World-renowned clients, including HSBC, PepsiCo, Sky and the Government, have united with agencies and academia to launch Effectiveness Week, a unique initiative to drive marketing effectiveness to the core of business management.


The collaborative programme is taking place from 31st October – 4th November and will focus on championing evidence-based, decision-making to fuel the growth of brands. It has been instigated by the IPA and is now supported by 12 industry associations and their respective members. Crucially, the initiative is guided by a cross-category Advisory Board of today’s leading brand marketers and four centres of academic learning*. They are inviting specialists from every corner of marketing capability and accountability to put forward the wisdom, tools and techniques that they think should be included in the week, by 17th June.

The week will consist of a two-day strategic conference (BAFTA, 1st-2nd November) centred around the big questions and challenges impacting brand performance today, which have been outlined by the Client Board. Some of the topics covered will include judging the level of risk, reviewing marketing investment, and the regulation of data**.

This will be supported by a range of satellite events and immersive workshops run by the programme’s industry associations and sponsor partners. The IPA Effectiveness Awards will also take place on the evening of 2nd November.

Says Chris Hirst, CEO, Havas and Chair of the IPA Effectiveness Leadership Group: “The expectation for marketing to be more effective and drive the growth of brands, and ultimately, the P&L has never been higher. The Chief Marketing Officer is transforming into the Chief Value Officer and we must be ready to respond. We believe Effectiveness Week will be an invaluable centre for learning: helping build more successful brands by developing more effective work.”

Says Colin Haddley, Director of Strategy Insight Capability and Marketing Services Europe, Kraft Heinz and Member of the Client Advisory Board: “Understanding marketing effectiveness has never been more important, particularly with the proliferation of commercial and communication choices. This initiative can provide real value by facilitating a more informed discussion across the boardroom table.”

Tickets for Effectiveness Week will go on sale from 22nd August. Further information and how to participate is available at:

Notes to editors:

The advisory board for Effectiveness Week is made up of all stakeholders:

*Client Advisory Board
Ian Armstrong, Global Head of Advertising, Jaguar Land Rover
Chris Bates, Head of Customer Marketing, John Lewis
Chris Clark, Group Head of Marketing, HSBC
Keith Coni, Deputy Director – Government Communication Service, PM office & Cabinet Office
Chris Collinson, Sales & Marketing Director, Sky
Deborah Cornwall, Head of Marketing, FM & Retail Procurement, EE and Chair of ISBA Action Group
Sandra Fazackerley, Head of Insight & Customer Experience, Telefonica
Nigel Gilbert, Chief Marketing & Communications Officer, TSB
Mark Gomez, Head of Strategic Marketing & Comms Procurement, Crown Commercial Services
Dominic Grounsell, Global Marketing Director, Travelex
Colin Haddley, Director, Strategy, Insight, Capability and Marketing Services Europe, Kraft Heinz
Tim Hulbert, Managing Director, Group Head of Insight & Research, Barclays
Dan Izbicki, Global Director of Creative Excellence, Unilever
Jo Marie Mosley, Global Marketing Capability Director, Diageo
Luis Navarrete Gomez, Head of Global Search Marketing, Lego
Tim Oliver, Chief Commercial & Marketing Officer, Fwd Insurance
Tim Warner, VP Insights & Analytics, Western Europe & Sub Saharan Africa and Global Executive Leader of Innovation Insight Practice Area, PepsiCo
David Wheldon, CMO, RBS and President of the World Federation of Advertisers

UK Industry Partners
Branded Content Marketing Association
Chartered Institute of Management Accountants
Content Marketing Association
Direct Marketing Association
European Sponsorship Association
Incorporated Society of British Advertisers
Institute of Practitioners in Advertising
Institute of Promotional Marketing
Internet Advertising Bureau
Market Research Society
Marketing Society
Public Relations Consultants Association.

Global Industry Partners
American Association of Advertising Agencies
European Association of Communications Agencies
The Communications Channel


For their comments on the Effectiveness Week initiative, visit:

Academic Allies
Berlin School of Creative Leadership

**The top 10 challenges on accountability for brands
As part of the process of building Effectiveness Week, the organising team took soundings from the 17 clients on the Advisory Board and the Heads of the organisations from the collaborating Industry bodies (representing their membership). These priorities of focus will guide the programme for the Week which is being compiled over the coming months. For information on the 10 challenges please visit:

Last updated 19/05/2016

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