EffWorks Global 2020

Here you can find all the compelling conference presentations and/or videos of EffWorks Global 2020 which offer new effectiveness R&D, new case studies, inspiring keynotes and interactive Q&As from leading Marketing Effectiveness thinkers, brands and agencies.

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In a year of turmoil, EffWorks Global 2020 provides a steadying hand: new evidence based on peer-reviewed research, best practice IPA Effectiveness case studies and reflections on their wider implications, learnings from the past re-imagined for the future. We’re encouraged by the growing number of CMOs who are joining our Leadership Group to steer the agenda and make us useful and fit for purpose in helping navigate post-Covid recovery.

Janet Hull, OBE, IPA Director of Marketing

Day 1

Opening remarks and state of the nation

Opening remarks and state of the nation

Pip Hulbert, CEO Wunderman Thompson and Chair of the Effectiveness Awards Leadership Group 2020 lays out the mood of the industry and presents the vision for this year’s EffWorks Global Conference.

Getting the Board on Board

Getting the Board on Board

Dame Carolyn McCall, DBE, CEO, talks to Jo Whitfield, Chief Executive - Food, The Co-op, about how marketing can re-start economies.

Effectiveness Awards 2020 Recap

Effectiveness Awards 2020 Recap

Host Samira Ahmed recaps the winners from the 2020 IPA Effectiveness Awards Ceremony.

Judges Forum 1: Trends and the state of marketing effectiveness

Judges Forum 1: Trends and the state of marketing effectiveness

Convenor of Judges, Sue Unerman, Mediacom, discusses this year’s IPA Effectiveness Award Winners with judges Catherine Kehoe, Malcolm White and Shobha Sairam.

Are you sitting uncomfortably?

Are you sitting uncomfortably?

Burger King CMO Fernando Machado opens up on his controversial approach to communications – how to sell in ‘uncomfortable ideas’ and the importance of investing in a brand’s ‘core’.

IPA Effectiveness Awards 2020 "Brand Believers"

IPA Effectiveness Awards 2020 "Brand Believers"

WARC's Managing Editor - Case Studies, Lucy Aitken introduces the IPA Effectiveness award winners that have shown how investing in 'brand' can contribute to long term growth.

Can't Sell Won't Sell

Can't Sell Won't Sell

MullenLowe's Ayesha Walawalkar and Steve Harrison discuss his explosive new book “Can't Sell, Won't Sell". Why has adland given up on selling? Do our left-leaning politics explain our fixation with social purpose rather than commercial purpose?

Is marketing effectiveness on the CEO agenda?

Is marketing effectiveness on the CEO agenda?

CMO turned CEO Chris Pitt – former HSBC CMO – now CEO First Direct Designate is interviewed by Samira Ahmed. What does he want to see from his marketers?

The age of synthetic media

The age of synthetic media

Author and commentator Nina Schick delves into the exponential growth of the synthetic media industry and explores what is exciting; it’s potential for weaponisation and why leadership is needed now across the marketing industry.

Day 2

The story of the IPA Effectiveness Awards Grand Prix paper

The story of the IPA Effectiveness Awards Grand Prix paper

Harjot Singh, Deputy Convenor of IPA Effectiveness Awards Judges 2020 interviews Simon Gregory and James Parnum authors of the Grand Prix winning case study for Tesco.

IPA & FT - Board Brand Rift - Revisited

IPA & FT - Board Brand Rift - Revisited

We have revisited the successful 2019 study and have new data from the global FT panel on attitudes on marketing decision making for 2021 and beyond. David Buttle and Enzo Diliberto reveal the report highlights.

Judges Forum 2: Evidence that wins

Judges Forum 2: Evidence that wins

Technical Judges from the 2020 Awards share views on the quality of the evidence presented this year. How were the best cases proven? What did the winners do to make their entries stand out?

Share of search as a predictive measure

Share of search as a predictive measure

Les Binet, Head of Effectiveness at adam&eveDDB, demonstrates that a brand's share of search queries can help forecast its long-term future market share, and be influenced by advertising.

The Creative Commitment Framework

The Creative Commitment Framework

Leading strategist James Hurman re-examines the Creative Commitment framework with Maria Devereux, Executive Creative Director at Colenso BBDO, New Zealand.

IPA Effectiveness Awards 2020 "Data and Technology for Growth"

IPA Effectiveness Awards 2020 "Data and Technology for Growth"

WARC's Managing Editor - Case Studies, Lucy Aitken discusses which of this year's winning case studies successfully used data and tech as tools for growth.

Positive Brand Friction

Positive Brand Friction

Effectiveness Measurement Consultant Nick Milne reveals exclusive IPA research on how we can segment customer experience and its importance to generating of brand value and growth.

CX: The New Battleground

CX: The New Battleground

Lysa Hardy, CMO, Hotel Chocolat and Anna Musikhina, Global VP Digital,L’Oreal share their new attitudes to finding value in customer experience.

How humans respond to extreme experiences

How humans respond to extreme experiences

Brendan Walker, Director of Thrill Laboratory, is dedicated to creating and examining new forms of thrilling and extreme experience and how bodies and emotions respond.

Day 3

The legacy of COVID-19 on human behaviour and communications

The legacy of COVID-19 on human behaviour and communications

Psychology Professor and Author Geoffrey Beattie, Edge Hill University explores the physical and emotional effects of the last year in an exclusive report for the IPA.

Pandemics and effective communication

Pandemics and effective communication

US semiotrician Professor Marcel Danesi, University of Toronto explores how pandemics have changed culture and shares what he has already seen from COVID messages and metaphor.

Ecoeffectiveness: the missing measure in the climate crisis

Ecoeffectiveness: the missing measure in the climate crisis

Caroline Davison, Managing Partner and Sustainability Lead, Elvis and Ben Essen, Global Chief Strategy Officer, Iris, ask whether there is a ‘missing measure’ in our examination of advertising effectiveness.

IPA Effectiveness Awards 2020 “Headline Makers"

IPA Effectiveness Awards 2020 “Headline Makers"

Warc's Lucy Aitken takes a look at the 2020 IPA Effectiveness Awards winners that hit the headlines showing how to convert earned media into effectiveness.

Achtung!

Achtung!

Orlando Wood reveals an early preview of his latest research describing the features of successful online video campaigns, in a follow-up to the hugely successful Lemon.

Creativity for impact

Creativity for impact

Patrick Neyret, Global Dir, Purposeful Brands & Marketing Transformation, Danone, discusses the new drive for creativity in Danone and reveals details of their Global Creativity Programme.

IPA Effectiveness Awards 2020 “Challenger Mindsets”

IPA Effectiveness Awards 2020 “Challenger Mindsets”

Warc's Lucy Aitken takes a look at the 2020 IPA Effectiveness Awards winners that adopted a challenger mindset as part of their growth strategy.

The Power of Belonging

The Power of Belonging

Kathryn Jacob, Co-Author of “Belonging” and Chair of the AA’s “Inclusion Hub” & CEO, Pearl & Dean, interviews Haydn Corrodus, Founder, We are Stripes, about building a better workplace.

The Diversity Effect

The Diversity Effect

Serhat Ekinci, MD OMD Media Group, Diversity and Inclusion Division, reveals the gap in campaigns that can be bridged by thinking and planning with a diverse lens and gives examples of the improvement in effectiveness that results.

Why does the pedlar sing?

Why does the pedlar sing?

Paul Feldwick presents a short summary on the premise of his forthcoming book 'Does the Pedlar Sing? - What creativity really means in advertising', before being interviewed on the salient points by Samira Ahmed.

Final comments and close of EffWorks Global 2020 conference

Final comments and close of EffWorks Global 2020 conference

Pip Hulbert, CEO Wunderman Thompson and Chair of the IPA Effectiveness Leadership Group closes the EffWorks Global 2020 conference.

Satellite events

Google: Insights Live

Google: Insights Live

A special session from Google's series of live discussions with industry experts to give their perspective on the insights that matter to UK businesses during turbulent times, including Les Binet, Harjot Singh and Lisa Thomas.

Thinkbox: Planning for effectiveness amidst a pandemic

Thinkbox: Planning for effectiveness amidst a pandemic

A session offering advice and guidance for advertisers on how they can use historic econometric analysis and tools to help provide a starting point for their annual planning.

Royal Mail MarketReach: Mail matters more than ever

Royal Mail MarketReach: Mail matters more than ever

New research undertaken by independent mail measurement committee JICMAIL, along with the very latest insights from business decision makers and consumers, paints a compelling picture.

Partners

Lending us their expertise and financial support. These organisations are putting their money where their mouth is when it comes to marketing effectiveness.