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.
What to look out for at EffWorks Global 2021
Take a first look at key themes in the industry’s flagship effectiveness event.
Defining the Future of B2B Strategy
In 2021, EffWorks will be focussing one of its major workstreams on the B2B sector.
Effectiveness In Context
A veritable manual for brand-building, relating theory to practice, built on how people choose and buy brands.
Creative Effectiveness Ladder
Cannes Lions & WARC launched a new scale to plan and evaluate the effectiveness of communications campaigns.
The Board-Brand Rift
How business leaders have stopped building brands. A report conducted by the FT in partnership with the IPA.
Decoding Decisions
The 'messy middle' of purchase behaviour. How people decide which products and brands to buy is fascinating, but complex.
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, 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: 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
The EffWeek conference was a sell-out success again in 2019. For those who couldn’t be there, here’s a summary.
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Partners
Lending us their expertise and financial support. These organisations are putting their money where their mouth is when it comes to marketing effectiveness.