Developing the case for marketing and brand investment in the short, medium and long-term, and promoting the benefits to internal and external stakeholders.
It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.
Fran Cassidy takes a first look at key themes in the industry’s flagship effectiveness event.
In 2021, EffWorks will be focussing one of its major workstreams on the B2B sector.
A veritable manual for brand-building, relating theory to practice, built on how people choose and buy brands.
Cannes Lions & WARC launched a new scale to plan and evaluate the effectiveness of communications campaigns.
How business leaders have stopped building brands. A report conducted by the FT in partnership with the IPA.
The 'messy middle' of purchase behaviour. How people decide which products and brands to buy is fascinating, but complex.
A report designed to shed light on the core drivers of effective B2B marketing.
Media in Focus, written by Les Binet and Peter Field, takes the changing media landscape as its focus and addresses, the issues of: Does mass marketing still work?
Profit Ability: the business case for advertising by Ebiquity and Gain Theory quantifies the impact that different forms of advertising have on the bottom line.
The EffWeek conference was a sell-out success again in 2019. For those who couldn’t be there, here’s a summary.