Eff Fest - Scotland

The rising role of effectiveness

Join us as we delve into lessons in effectiveness from some of the UK’s top brands and thinkers.

Developing how we know what’s working feels more prevalent than ever.

25 years on from the first ever banner ads our knowledge of the relationship between creativity and effectiveness continues to grow.

The dangers of short-termism, not forgetting the human behind the click, examples of advertising not having its intended effect and the rise of ad blocking are just some of the things we’re now more aware of.

All of this growing knowledge is a wonderful opportunity to re-look at what works and why.


  • Shazia Ginai, CEO, Neuro-Insight @neuro_insight
    Measuring the impact of music and sound.

  • Jason Spencer, Business Development Director, ITV @ITV
    How ITV is rebooting its brand and effectiveness measures.

  • Lorraine Rothwell, European Marketing Director, Baxters 
    Knowing how Baxters’ advertising is working.

  • Jon Webb, Managing Partner, Gain Theory @GainTheory
    Strategies to measure effectiveness, not just efficiency.

  • Murray Calder, Chief Strategy Officer, MediaCom Edinburgh
    How do we address the crisis in advertising?


Shazia Ginai, CEO, Neuro-Insight @neuro_insight
Shazia Ginai is the CEO of Neuro-Insight in the UK, managing the growth of the business and overseeing projects across a range of media and industries. A creative and curious insight and marketing professional with a passion for people and leading insight to action. She has a track record of successfully building and leading insight capability and embedding this into organisations to drive action across multiple markets and functions. Prior to working at Neuro-Insight, she worked across the luxury fragrance and skin care brands at P&G after which she created and led the global insight function at ghd. Shazia has a passion for truly actionable insights and the story told through data

Jason Spencer, Business Development Director, ITV @ITV
As Business Development Director for almost eight years, Jason has led ITV’s 9 regional sales teams across the UK outside London in delivering revenue growth and creative business solutions through working in partnership with brands and media agencies. At the heart of this has been driving effectiveness to help brands deliver competitive advantage and supercharge growth, as ITV has transformed its business. Prior to ITV, Jason spent most of his career at media agencies – from media planning roles at Carat and PHD in London to running PHD North in Manchester. This has included working on everything from BT and BBC to LVMH and Sainsburys Bank. His proudest moment before ITV was being part of the team that won a Cannes Media Gold Lion for IRN-BRU’s BRUZIL World Cup campaign in 2010.

Lorraine Rothwell, European Marketing Director, Baxters
Lorraine has worked for some of the UK’s best loved food brands, from Bisto to Fox’s Biscuits, Anchor Butter and Aunt Bessie’s. Now as Baxters Food Group’s European Marketing Director she is tasked with developing one of Scotland’s favourite heritage brands to be relevant for today’s ever-changing consumer. Having worked on some high profile campaigns, including Aunt Bessie’s sponsorship of I’m a Celebrity Get Me Out of Here, she has spent a great deal of her career attempting to understand the impact of advertising on sales and to prove the effectiveness of a wide variety of channels and creative solutions.

Jon WebbManaging Partner, Gain Theory @GainTheory 
Jon is a Managing Partner at Gain Theory and has more than 25 years' experience in the Marketing Effectiveness field both client-side and as a consultant. In his client-side role at National Savings, his remit as Chief Economist saw him play a pivotal role in bringing together the various data and analytics functions to ensure that there was a consistent measure of success that was socialised across the business. At Gain Theory, Jon helps clients understand how to optimise the value of marketing investments by leveraging market-leading tactics devised through intelligent data, analytics, insight and consultancy. His work has helped leading brands improve new launch forecasting, optimize the mix between paid, owned and earned media as well as driving course correction in-campaign. As an accomplished author and speaker, Jon is an advocate for the proper treatment of clients’ marketing spend, seeing it as an investment rather than a cost and has published a number of papers highlighting the demonstrable impact of advertising on share price, the ultimate KPI for the C-Suite. Jon holds a bachelor’s degree from Staffordshire University and an MA from the University of East Anglia. 

Murray Calder, Chief Strategy Officer, MediaCom Edinburgh  
Murray spent the first half of his career learning how to manage internationally famous Scotch Whisky brands with Macallan Glenlivet, Highland Distillers and The Edrington Group. He helped launch The Macallan in Asia, was at the helm as Highland Park set course to become the Best Whisky in the World and helped steer The Famous Grouse through a global relaunch to its berth at No.1 in the UK. After short, interim roles at Baxters and Glenmorangie, he joined MediaCom Edinburgh to establish and lead the strategy function. In the thirteen years since he’s helped improve the marketing effectiveness of Public and Private sector clients in Scotland, across the UK and globally while, as part of the leadership team, helping to triple the size of the agency. Murray has also been honoured with fellowships from The Marketing Society and the IPA and is a past Chair of the IPA in Scotland.

Last updated 21 January 2022