Building Brands

Psychological and Media Drivers of Marketing Effectiveness

The Advertising Research Foundation and the IPA's EffWorks programme are pleased to partner and share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders.

Building successful brands requires a deep understanding of why consumers behave the way they do, and the associated media drivers.

Join us on 10 and 11 November 5pm - 6.30pm GMT each day, to hear about:

  • The science of influencing choice and what that means for brands
  • The revelation about search: a holistic view and strategic level look
  • Challenging the marketplace to think about brand building, not just activation
  • Generating growth and value from CX
Register for your free place

 

Agenda

Tuesday 10 November

Welcome
Janet Hull OBE – Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. – President and CEO, ARF

The Business of Choice
In this 2nd edition of award winning The Business of Choice, author and consultant Matthew Willcox explores the science of influencing choice, bringing together the work of thousands of behavioral scientists and practitioners.
Matthew Willcox – Author; Founder, The Business of Choice LLC

Share of Search as a Predictive Measure
Analysis on the potential for search to predict market share.
Les Binet – Group Head of Effectiveness, adam@eveDDB

Live Commentary
IPA and ARF industry leaders weigh in with observations and facilitate audience Q&A.

Wednesday 11 November 

Welcome
Janet Hull OBE – Director of Marketing Strategy, IPA
Scott McDonald, Ph.D. – President and CEO, ARF

Positive Brand Friction
How we can segment customer experience and its importance to generating brand value and growth.
Nick Milne – Effectiveness Measurement Consultant

Making Sense of CX at Fidelity International
As a result of COVID-19, Fidelity, similar to many financial institutions, experienced major disruptions to their business. The discussion will center on Fidelity’s media spend, consumption, rebalancing, impressions and sponsorship strategy. How did their approach to creative testing change and how did they “get the tone right?” How did they respond to changing investing behavior given the rise in savings, longer term investing and staying invested?
Jet Cooke – Head of UK Marketing – End Investor, Fidelity International
Moderator: Fiona Blades – President and Chief Experience Officer, MESH

Achtung!
Latest research describing the features of successful online video campaigns.
Orlando Wood – Chief Innovation Officer, System1Group

How the “Whole Person” Reaction Predicts Video Effectiveness
Optimizing on a spectrum of responses produced more effective online videos at scale.
Amanda Currell – VP, Kantar
David Evans, Ph.D. – Senior Manager, Custom Research, Microsoft

Live Commentary
IPA and ARF industry leaders weigh in with observations and facilitate audience Q&A.

Last updated 03 November 2020