EffWorks Global 2021

New evidence on how to boost your business performance through making your marketing work harder.

EffWorks Global is a week-long celebration of the best new thinking and evidence-based decision making research for marketing effectiveness in the world.

Everything revealed throughout the week is designed to help boost your business performance through making your marketing work harder. With new evidence in the areas of:

  • Marketing Marketing: Share of Search, Effectiveness Culture and Learnings from Covid-19
  • Managing Marketing: Effectiveness from Creativity, Brand Purpose, and in B2B
  • Monitoring Marketing: New frontiers in measurement, new learnings from effectiveness databank
Explore 10 EffWorks Global 2021 key themes

Day 1

EffWorks Global 2021 Welcome

EffWorks Global 2021 Welcome

Pip Hulbert, UK CEO at Wunderman Thompson and Chair of the IPA Effectiveness Leadership Group opens EffWorks Global 2021.

Living with the pandemic

Living with the pandemic

Tracing what are likely to be permanent structural shifts in the economy, the report "Living with the pandemic" from Enders Analysis quantifies and explores the impact for the industry.

The marketing outlook: navigating living with the pandemic

The marketing outlook: navigating living with the pandemic

Perspectives from leading brands on the Enders Analysis new report: 'Living with the pandemic'. How will brands and agencies use the findings for planning and recovery in 2022 and beyond?

Marketing Effectiveness Culture: the state of the nation

Marketing Effectiveness Culture: the state of the nation

The session outlines the standout data from the IPA Effectiveness Accreditation programme and Marketing Effectiveness Culture Monitor, before diving into recommendations on how to embed effectiveness cultures.

Next-gen attitudes: making Effectiveness the game-changer

Next-gen attitudes: making Effectiveness the game-changer

We hear fresh thoughts from three up and coming adlanders on how to ensure effectiveness culture buy-in across agencies and brands.

The effectiveness of Brand Purpose

The effectiveness of Brand Purpose

Peter Field explores the IPA Effectiveness Databank to share what quality evidence can be uncovered, and to offer a framework of the type of evidence that should be collected and evaluated if committing to brand purpose.

Proving the effectiveness of Brand Purpose

Proving the effectiveness of Brand Purpose

IPA Effectiveness 2022 Deputy Convenor of Judges, Jo Arden interviews a leading for profit, and not-for-profit brand on how to evidence the effectiveness of Brand Purpose.

Share of Search: one year on

Share of Search: one year on

James Hankins outlines the key findings from our task force on Share of Search, including evidence and case studies of Share of Search and its correlation to Share of Market; its relationship to Share of Voice, and its use as a predictive measure.

Rightmove: The effect of brand media and media mix on Share of Search

Rightmove: The effect of brand media and media mix on Share of Search

A case study on why share of search is such an important measure for the UK’s leading property brand and how it’s used to support business growth.

The rise and rise of Intangible Asset Value

The rise and rise of Intangible Asset Value

Annie Brown, Associate, Brand Finance, explores some of the highlights of the GIFT™ 2021 report and provides yet more proof of why brand building and marketing effectiveness matter.

444Bn reasons to make B2B Marketing work

444Bn reasons to make B2B Marketing work

Emma Hill and Jennifer Shaw-Sweet explode some of the myths surrounding the sector and the size of the opportunity. Anoushka Elliot demonstrates exactly how UBS Asset Management built an effectiveness mindset.

Creativity and Effectiveness in a changing world

Creativity and Effectiveness in a changing world

Orlando Wood takes us on a cultural journey unveiling how technology has changed business, advertising, and us - offering practical help and inspiration for those seeking to build brands in an increasingly online world.

The parallels between art and advertising

The parallels between art and advertising

Orlando Wood discusses some of the themes of his work with art historian, author and business creative Mary Attwood. They explore how an understanding of art can help us connect better with audiences for greater effectiveness.

How to make the world more human

How to make the world more human

Acclaimed comedian (and writer, mental health campaigner and lecturer) Ruby Wax joins EffWorks Global 2021 to provide her perspective on how to lay the path back to human connection.

EffWorks Global 2021 day 1 closing remarks

EffWorks Global 2021 day 1 closing remarks

Pip Hulbert closes the conference with her thoughts on the day.

Day 2

LinkedIn partner session: Meet the B2B Institute @ LinkedIn

LinkedIn partner session: Meet the B2B Institute @ LinkedIn

Mimi Turner, Head of the B2B Institute in EMEA & LatAm and Jon Lombardo, Head of Research at the B2B Institute at Linkedin, introduce their work and explain how B2B brands grow.

WARC partner session: Three global trends in effectiveness

WARC partner session: Three global trends in effectiveness

David Tiltman, VP Content and Chiara Manco, Commissioning Editor, Cases Studies, analyse winners of the 2021 WARC Awards for Effectiveness to explore trends in effective communications. WARC login required.

IPA Effectiveness Awards Lunch and Learn with Tesco

IPA Effectiveness Awards Lunch and Learn with Tesco

Simon Gregory, Joint CSO, BBH and James Parnum, Head of Planning MediaCom on how they helped turn around the fortunes of Britain's largest retailer - Tesco, and brought home an IPA Effectiveness Award Grand Prix.

New data on effectiveness outside award entries

New data on effectiveness outside award entries

Dr Grace Kite presents new research from the Advertising Research Community and revealing the optimal mix between online and offline channels, how effectiveness is changing over time, and why.

New evidence on effectiveness from the advertising research community

New evidence on effectiveness from the advertising research community

ARC21. What does the Advertising Research Community database mean for brands and agencies? Is this the beginning of a new era of optimism for advertising effectiveness? How should your plans change?

The new boundaries of tracking and the cookie-less frontier

The new boundaries of tracking and the cookie-less frontier

Andy Brown, former Chairman of Kantar Media, presents an international review of responses responses to the current major data topics - the loss of cookies, that affect targeting and short-term effectiveness.

Who is getting data strategy right?

Who is getting data strategy right?

Andy Brown speaks to Stephan Shakespeare, CEO at YouGov about the trends facing brands and agencies in the use of data to create value and improve marketing effectiveness.

The old rules and new rules of marketing effectiveness in China

The old rules and new rules of marketing effectiveness in China

iPinYou's Grace Huang explains the view from China on the points that matter: How is driving marketing effectiveness in China different to Western markets?

Will privacy laws kill digital ROI effectiveness measurement?

Will privacy laws kill digital ROI effectiveness measurement?

Data and Analytics Specialist Simeon Duckworth chairs an industry panel with three international voices exploring the implications of the current changes in digital data availability.

Day 3

Analytic Partners partner session: how brands are turning challenges into growth opportunities

Analytic Partners partner session: how brands are turning challenges into growth opportunities

Panelists from Analytic Partners, Samsung and Galderma discuss the most important aspects to stay ahead of the curve.

IPA Effectiveness Awards lunch and learn with L'Oreal

IPA Effectiveness Awards lunch and learn with L'Oreal

A remarkable Brand Film from the IPA and Thinkbox charting the ‘L'Oreal True Match’ story. The L’Oreal strategy changed the category for good, was rolled out in 15 countries and delivered an IPA Effectiveness 2018 Gold Award.

The new growth weapon: ESOV + Attention

The new growth weapon: ESOV + Attention

'To ESOV and Beyond' authors, Karen Nelson-Field and Rob Brittain join Advertising Council Australia CEO Tony Hale for a discussion about their findings and the growth potential of overlaying ESOV with attention metrics.

Growth from good, the pivot to purpose

Growth from good, the pivot to purpose

Executive Officer, dentsu Group, Jean Lin outlines Dentsu’s thinking on how they are addressing sustainability and a pivot to purpose as strategic imperatives with clients.

Day 4

Marketreach partner session: Making a physical impact in a digital world

Marketreach partner session: Making a physical impact in a digital world

Sue Unerman, MediaCom’s Chief Transformation Officer and Dan Jury, Senior Media Planner, Royal Mail MarketReach discuss key findings from case study-led research carried out by WARC, which re-appraises the role of Direct Mail.

IPA Effectiveness Awards Lunch and Learn with Diageo

IPA Effectiveness Awards Lunch and Learn with Diageo

Exclusive launch of the IPA/Thinkbox brand film, "Measurement & Magic", featuring Diageo and agencies about how the world's biggest premium drinks company put effectiveness and creativity at the heart of a global marketing programme.

IPA Brand Stories on Film: Diageo

IPA Brand Stories on Film: Diageo

In 2016, Diageo committed to delivering an incremental £100m in profit from marketing within three years via an initiative encompassing its wide brand portfolio. This is the story of Diageo's IPA Effectiveness Awards Gold winning case study in 2020.

Looking in. Reflections on effective agency culture

Looking in. Reflections on effective agency culture

Diageo's Mark Sandys and London Business School's Simona Botti are exploring what agency culture should be like, from people outside agency life.

Our marketing effectiveness journey: one year on

Our marketing effectiveness journey: one year on

Ricardo Prieto-Ortiz and Olena Topilnyska from Nestle Purina tell the EffWorks Global 2021 audience about the challenges of driving a marketing effectiveness culture across the organisation,

What agencies and brands need to do to get consumers to turn outwards

What agencies and brands need to do to get consumers to turn outwards

A live at EffWorks Global 2021 discussion with those agency-side and client-side about the implications of Orlando Wood's latest research, Look Out.

BetterBriefs

BetterBriefs

When it comes to briefs marketers and agencies are on different planets. The BetterBriefs team reveal uncomfortable truths about the misalignment and miscommunication between marketers and agencies from their research.

Sponsors

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