2021 Marketing Effectiveness Culture Report

Marketing effectiveness is a key factor in business culture and growth

The aim of the IPA Effectiveness Culture Monitor, supported by ISBA, is to provide a practical and diagnostic understanding of the state of marketing effectiveness; an assessment against each of the four marketing effectiveness pillars (People, Process, Focus and Data, Tools & Measurement) - evidencing which pillars need priority focus to improve marketing effectiveness culture; and an industry benchmark and a comparison to peers, showing how marketing effectiveness is evolving year-on-year.

The marketing effectiveness culture of the industry – both on the agency and brand-side – looks to be in a strong position at the surface level, but there is significant work that can be done at a deeper level to boost business performance, most significantly through agencies and brands creating effectiveness roadmaps.