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:
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.
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.