The Gold standard of effectiveness: How to create a winning brand strategy

Including the premiere of the new Thinkbox brand story, this event will share the creative, strategic, and media decisions that led to McCain’s Grand Prix award-winning success. 

We'll also be looking to the future of advertising effectiveness, diving into the following questions:

• How does media fragmentation influence advertising effectiveness and measurement?
• Does mass media still hold its place as a cornerstone of brand-building?
• How do you maintain creative consistency across channels?

Expect smart insights, honest debate and tangible advice you can take back to your day job - along with a few tips on how to impress the IPA Effectiveness Awards judges in 2026.

Agenda

4.30pm Drinks and networking

5.00pm Welcome

• Charlie Ebdy, Chief Strategy Officer, OMG UK

5.15pm McCain brand film premiere

5.35pm Price elasticity: a deep dive

• Joy Talbot, Senior Director, CET, Magic Numbers

5.55pm Panel discussion

• Charlie Ebdy, Chief Strategy Officer, OMG UK (moderator)
• Mark Hodge, Vice President of Marketing, McCain
• Roisin Mulroney, Planning Director, adam&eveDDB
• Caroline Parkes, Chief Experience Officer, Wonderhood Studios

6.25pm Closing remarks

• Charlie Ebdy, Chief Strategy Officer, OMG UK

6.30pm Drinks and networking

7.00pm Event ends