Marketing Marketing

Developing the case for marketing and brand investment in the short, medium and long-term, and promoting the benefits to internal and external stakeholders.

Explore EffWorks Resources: Marketing Marketing

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.

David Wheldon, Chief Marketing Officer, RBS
Effectiveness In Context

Effectiveness In Context

A veritable manual for brand-building, relating theory to practice, built on how people choose and buy brands.

Creative Effectiveness Ladder

Creative Effectiveness Ladder

Cannes Lions & WARC launched a new scale to plan and evaluate the effectiveness of communications campaigns.

The Board-Brand Rift

The Board-Brand Rift

How business leaders have stopped building brands. A report conducted by the FT in partnership with the IPA.

Five Principles of Growth in B2B Marketing

Five Principles of Growth in B2B Marketing

A report designed to shed light on the core drivers of effective B2B marketing.

Media in Focus

Media in Focus

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

Profit-Ability

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.

EffWeek 2019 Conference: Key Takeaways

EffWeek 2019 Conference: Key Takeaways

The EffWeek conference was a sell-out success again in 2019. For those who couldn’t be there, here’s a summary.

Decoding Decisions

Decoding Decisions

The 'messy middle' of purchase behaviour. How people decide which products and brands to buy is fascinating, but complex.

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