Advanced Strategic Effectiveness Course

Understand how creative activities generate value and the ability to articulate and demonstrate that value

This in-person course introduces participants to the thinking and tools required to define and demonstrate the value their strategy and creative solutions generate.

Who is this course for?

Agency brand teams, planners and strategists, client services and creatives – essentially anyone with a vested interest in being able to articulate the true value of the creative work they’re involved in developing or implementing.


This interactive one-day session will give participants the knowledge they need to understand how their creative activities will generate value, and the ability to articulate and demonstrate that value.

The course will introduce participants to the key facets of embedding effectiveness into how they develop strategy and creative solutions. Introducing the concepts of how to relate upstream commercial value to downstream creative activity and introduce the tools and techniques needed to set up an effectiveness process for their business.

The course covers

  • Context: the effectiveness challenges facing agencies and their clients
  • Effectiveness: a clear definition – what it really is
  • How to set objectives – upstream to down
  • Mapping the flow of effects
  • Navigating today’s ‘data soup’ – types of metrics and their relevance
  • Identifying success measures – defining strategic KPIs
  • ROMI and econometrics – an unscary guide
  • Best in class examples – case studies from Effectiveness awards
  • Top tips for crafting award papers


This course will run in person at the IPA on Thursday 7 November, 9.30am - 5.30pm

Your trainers

Gurdeep Puri

Gurdeep’s 25+ years of experience brings together the technical and strategic aspects of Marketing. Before co-founding The Effectiveness Partnership in 2008, he worked as Head of Effectiveness at Leo Burnett across the agency’s accounts. Since co-founding TEP, he has enabled TEP’s clients to win over 200 Effectiveness awards globally (including Grand Prix at Cannes, the Euro Effies, and Double Golds at the IPAs). He has personally won six IPA Effectiveness Awards and 13 European Effectiveness Awards, including three Gold.

He has judged Effectiveness awards globally, including the IPA and Global and European Effies.

Sharon Powell

Sharon has over 25 years of experience in marketing and a career that has seen the industry from every angle. She started her career as a marketer at P&G. Still, eventually, the lure of advertising, with its capacity to transform creativity into business results, was too much to resist and she joined the planning team at Leo Burnett. Over the years she built a wealth of strategic experience, also working at MCBD; as well as integrated agencies Elvis and Saatchi & Saatchi X; and branding agencies Lewis Moberly and Identica. Ultimately, it was a fascination with how people think and make decisions that led to another sideways shift when she joined insight and innovation agency C Space.

 Sharon has won multiple effectiveness awards including APG, Effie and DBA awards and has worked with a myriad of brands such as Heinz, McDonald’s, Kellogg’s, P&O Cruises, The Body Shop, Nestle, and Philips, Coty, Three, innocent and H&M.

Last updated 11 June 2024