Building Effectiveness Culture

Effectiveness Research & Analysis

Making effectiveness part of your DNA is easier to say than do. Read about industry progress towards this goal and the experiences of individual organisations.

(Recommended) Publication: Marketing Effectiveness Roadmap 2022: Our biennial snapshot report of industry performance on embedding effectiveness in the areas of focus, people, process, and data, tools & measurement. Watch the related presentation and discussion. (October 2022)

Video: How the CEO and CMO at PZ Cussons worked together on a turnaround A presentation on the partnership that aimed to bring culture change to the healthcare and consumer goods company. (October 2022)

Video: Driving marketing effectiveness through a global healthcare business Executives explain how they rolled out marketing effectiveness programmes at the Haleon healthcare spin-out from GSK. (October 2022)

Brand film: How Diageo changed its budgeting to make £100m more profit Marketers at the drinks company and its agencies explain how they successfully rolled out tools to increase accountability of media spend and to share lessons from the most creatively impactful advertising. (October 2022)

Webinar: Better Briefs Results from a global survey warning about the potential mismatch and miscommunication between clients and agencies when it comes to marketing briefs. (October 2021)

News: Highlights of the 2021 Marketing Effectiveness Roadmap This first report highlights the importance of having an effectiveness roadmap and drew attention to areas for the industry to improve. (September 2021)

Blog: Closing the Board-Brand Rift A post analysing evidence that a company's culture and leadership are important factors in the success of several IPA Effectiveness Award-winning cases. (February 2021)

Publication: Brand growth in the age of disruption A guide for organisations aiming to transform themselves to take advantage of digitally-enabled capabilities and processes. (October 2019)

Video: 'Walking the walk' on effectiveness Adidas global media director Simon Peel gives a candid assessment of marketing effectiveness initiatives at the sports goods company. (October 2019)

Video: Culture First industry survey Watch a presentation of IPA survey data on effectiveness-related practices and behaviour across clients and agencies. (October 2018)

Publication: Culture First  Download this analysis of agency and client behaviours, offering key tips on how to improve effectiveness on both sides of the relationship. (October 2017)

Last updated 01 May 2024