Diageo, Jaguar Land Rover and O2 join agencies to evaluate marketing effectiveness in the digital era

Senior representatives from Diageo, Jaguar Land Rover and O2 will join fellow clients, agencies and associates to set the agenda for marketing effectiveness in the digital age, to promote cross-industry collaboration on a culture change programme, and to showcase the latest thinking on marketing management and measurement at Effectiveness Week 2017.

The week, established by the IPA, takes place from 10th October – 13th October, and will bring together clients, agencies and effectiveness champions with the aim of positioning marketing as a key agent of business transformation in the wider community.

At the main conference on Tuesday 10th October Diageo’s Global Head of Marketing Effectiveness, Adam Ben-Yousef; Sandra Fazackerley, Director of Customer Data, Insight & Experience, O2; and Ian Armstrong, ‎Global Head of Advertising, Jaguar Land Rover will join leaders from Havas, Kraft Heinz, M&S and MullenLowe among a who’s who of industry luminariesexploring new research, examining how to create a marketing effectiveness culture, combating short termism and measuring the unmeasurable. In addition, there will be a series of EffWorks satellite events hosted throughout the week by agencies and industry partners.

Janet Hull OBE, Director of Marketing Strategy, IPA and Executive Director, EffWeek, said; “Effectiveness Week is not just another annual event. Across the year we support and produce original research into marketing effectiveness. Amongst first-class speakers at EffWeek 2017 we’ll also be exploring the results of two big research efforts.

We’ll debate the latest chapter of Les Binet and Peter Field’s research on Marketing Effectiveness in the Digital Age, which digs deeper into the data to find out how the rules they previously uncovered in ‘Media in Focus’ play out across different sectors. We’ll also present the results of a joint project between CIMA and the IPA, which demonstrates how the drive for marketing accountability can close the gap between marketing and finance, and develop a new common language and purpose.

As a result of this work the Effectiveness Week conference is entirely evidence-based, guaranteed to provide new information to the marketing and business communities.”

For more information on Effectiveness Week 2017 and to book tickets visit http://effworks.co.uk/

Last updated 21 January 2022