What Movers, Shakers and Effecters can expect from EffWorks Global

On 10 October, this year’s EffWorks Global, (themed ‘Movers, Shaker, Effecters’) will deliver insights and intelligence from the best minds in the industry. 

EffWorks consultant Fran Cassidy and IPA Effectiveness Leadership Group Chair and BBH CEO Karen Martin provide reasons why you should book for the unmissable conference.

Here’s what attendees to the hybrid in-person and online event can enjoy.

Building on the research Magic Numbers revealed at EffWorks last year, Dr Grace Kite will reveal exclusive data from the ARC econometric database examining exactly why brand strength is critical during periods of inflation. Specifically, she will look at how it affects pricing, price elasticity and share, and reveal the strategies and results from major brands. Don’t miss it, if you want to understand the impact on your budgets for 2024 and beyond.

Another must-see will be a session with the ‘godfathers of effectiveness’, Les Binet and Peter Field. Ten years ago, they wrote the seminal IPA report, The Long and The Short of It, about the most effective balance of short and longer-term marketing which generated the “A-ha!” moment for so many in terms of really understanding how different types of advertising work. Alison Hoad, CSO of Publicis Poke will interview the pair on the enduring impact of the work and its warning about the dangers of short-termism. Get a flavour of what Alison might ask.

Does the City see marketing budgets as an investment or cost? How does it react when marketing budgets are cut? At EffWorks Global we will be unveiling new data conducted by the IPA and Brand Finance on what investment analysts across both the UK and the US really think about such questions. Former Equities analyst and strategy consultant Ian Whittaker will present insights from the new research and explain why many boards don’t believe in marketing metrics such as ROI and what arguments marketers should use to justify their budgets.

For an alternative view from the C-suite,  WPP CEO Mark Read will be giving us another view on the big issues for the industry – from the impact on clients of the state of the economy to AI.

We also have a triple helping of creative inspiration. First, more advice on how to ensure you are part of the current Third Age of Effectiveness. Jellyfish’s Tom Roach delivers his new top tips that separate “average” “good” and “excellent” digital creative performers.

Next, IPA Effectiveness Director, Laurence Green and econometrician Paul Dyson, compare notes and compelling new evidence of the extraordinary multiplier effect of creativity.

And finally, does low attention have to mean low mental availability? How does the attention level differ across YouTube, Tik Tok and Amazon? And what does that mean for creative effectiveness? We know instinctively that we shouldn’t be using the same assets across all platforms. But what do they all need? System1’s Orlando Wood and Will Headley will launch a new analysis of how to make our creative work better for specific platforms.

What about the bottom line? The IPA’s new report, Econometrics in the C Suite, will look at the role of econometrics as an increasingly important tool to aid scenario planning, marketing strategies and media choice in our turbulent times.

Specifically, why and how does it help C Suites now? How does it help secure long-term marketing investment?

Will AI improve its power or damage its credibility? At this year’s EffWorks Global Jet Cooke, Head of Marketing, Fidelity, chairs a panel of CMOs and agency heads who have seen it in action and share how it helped them to get their voice heard loud and clear.

What does the inexorable rise in digital commerce expenditure mean for planning and budgeting in 2024?

The opportunities that media and social platforms are now offering to brand owners are causing considerable disruption. Whose budget is affected? Has it changed the power balance between sales and marketing? Are brands factoring this into brand health measurement? Unilever Strategy Director Pawan Kumar Marella shares his experience and then chairs a panel of key stakeholders from platforms and buyers.

EffWorks also makes time for ‘play’. We look at making the case for investment in gaming and new data to help develop meaningful plans. Melanie Wong, Group Planning Director at VCCP,  speaks to Ruth Bates, Head of Data Arts, Saatchi & Saatchi and Head of Advertising, at O2 Johnnie Winn, about what’s different in planning and measuring gaming and the overall benefit that investing in gaming can do for our industry.

And adding to previous EffWorks discussions on the role of owned media channels in effective marketing, we will also be presenting new insights on how to integrate owned media alongside paid channels and Hannah Gillett, Senior Communications Strategist at LEGO has successfully leveraged its own channels.

We are looking forward to seeing you at EffWorks Global. 

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.