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.
Pip Hulbert lays out the mood of the industry, looks forward to 2021 and presents the vision for this year’s EffWorks Global Conference.
We hear from top CEOs on the contribution marketing and advertising can make to get the economies of the world moving.
Convenor of Judges, Sue Unerman, Mediacom, discusses this year’s IPA Effectiveness Award Winners with judges Catherine Kehoe, Lloyds; Malcolm White, krow and Shobha Sairam, the community. They explore the trends and state of marketing effectiveness of the industry, including reflections on the winners, given the challenges we face going forward.
Technical Judges from this year’s 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 and what can we all learn from them about the demonstration of effectiveness internally and externally.
Les Binet presents his analysis on the potential for search to predict market share “Share of Search as a Predictive Measure”.
Leading strategist James Hurman re-examines the Creative Commitment framework with Maria Devereux, Executive Creative Director at Colenso BBDO, New Zealand. How can the creative department help sell in the importance of commitment to the levers of commercial effectiveness? Should they?
MullenLowe's Ayesha Walawalkar and Steve Harrison discuss his explosive new book “Can't Sell, Won't Sell". TBWA's Lorna Hawtin Chairs.
Author and commentator Nina Schick delves into the exponential growth of the synthetic media industry and explores what is hugely exciting; it’s potential for weaponisation and why leadership is needed now across the marketing industry.
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.
Lysa Hardy, CMO, Hotel Chocolat and Anna Musikhina, Global VP Digital, L'Oreal share their new attitudes to finding value in customer experience.
Brendan Walker, Director of Thrill Laboratory, is dedicated to creating & examining new forms of thrilling and extreme experience and how bodies and emotions respond. Using his work as creator of theme park rides he explores their design, creation and measurement. And what it takes to take the ultimate photo of “the face of thrill".
Psychology professor and author Geoffrey Beattie, Edgehill University explores the physical and emotional effects of the last year in an exclusive report for the IPA and how System 1 and System 2 thinking work together in times of anxiety and pressure and what this means for communication.
History shows us how pandemics have always changed culture. Sometimes fundamentally. Advertising has always reflected cultural changes. In this short session, US semiotrician Professor Marcel Danesi, University of Toronto explains this further and shares what he has already seen from COVID messages and metaphor.
Caroline Davison, Managing Partner and Sustainability Lead, Elvis and Ben Essen, Global Chief Strategy Officer, Iris, pose the question of whether there is a ‘missing measure’ in our examination of advertising effectiveness to date – analysing and tracking the carbon impact of our work.
Patrick Neyret discusses the new drive for creativity in Danone and reveals details of their Global Creativity Programme.
Serhat Ekinci 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.
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 broadcaster and journalist, Samira Ahmed.
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.
Lending us their expertise and financial support. These organisations are putting their money where their mouth is when it comes to marketing effectiveness.