FA’s Kelly Simmons MBE joins EffWeek line-up

Brand and agency experts will dissect all things marketing effectiveness from 15-18 October.

The Football Association’s Kelly Simmons MBE, the film critic, broadcaster and musician Mark Kermode, and Habito’s CMO Abba Newbery are the latest names to sign up to the 2019 IPA EffWeek roster on Tuesday 15 October.

Between them, they will be unpicking culture and creativity: addressing what women’s football can teach us about culture change; dissecting what makes a great film; and unpicking new brand behaviours.

They will be joining a plethora of industry greats already booked onto the main stage for the one-day conference, including adam&eveDDB’s Tom Roach and Les Binet, Publicis Sapient’s Neil Dawson; MediaCom’s Sue Unerman; MullenLowe’s Jo Arden and clients from Adidas, Unilever, Barclays, Huawei, Eve, Deliveroo, Diageo and more.

Says Janet Hull OBE, IPA Director of Marketing Strategy and Executive Director of EffWeek: “This year’s line-up brings together experts from outside and inside the industry to debate brand-building in the 21st century, and the role of brand experience, big data and culture in shaping creativity and effectiveness in marketing. It promises to deliver on our mission to be the best new learning event in the calendar, with take-outs for clients and agencies to put into practice in day-to-day decision-making”.

In addition to the Conference, throughout the week agencies and brands will be hosting their own EffWeek satellite events to dissect learnings from the conference, debate its findings and unveil new R&D of their own.

You can also follow activity on Twitter: @EffWorks #EffWeek

View full EffWeek schedule and book your place now - early bird discount ends on Friday.



Kelly Simmons MBE

Kelly Simmons MBE took up the new role of Director of the Women’s Professional Game in September 2018 to help deliver and transform professional women’s football in England. She oversees The FA Women’s Super League, FA Women’s Championship, FA Women’s National League and the Women’s Pyramid of Football.

She was previously The FA Director of Participation and Development, overseeing the implementation of a £200m four year investment programme into children’s and grassroots football.

Kelly was awarded an MBE in 2002 for Services to Football and received the BT Sports Industry Award for ‘Leadership in Sport’ in 2016.

Abba Newbery

Abba Newbery is Chief Marketing Officer at Habito and is on a mission is to transform the UK’s £1.3tn mortgage market by taking the stress, unnecessary paperwork and confusion out of financing a property, whether it’s a first home, a house move or a remortgage. Abba has now worked on all 3 sides of the marketing industry, having previously led Commercial Strategy at News UK, and the Planning Department at Universal Mccann.

Mark Kemode

Mark Kermode is the UK’s best known and most trusted film critic. He is the resident film reviewer for The Observer; for BBC Radio 5 Live’s Sony award-winning Kermode and Mayo’s Film Review; for the BBC News Channel’s Review Show and for BBC2’s Culture Show. Additionally, Mark hosts a film soundtrack show on Scala Radio on Saturdays. On his Kermode Uncut Blog he airs his personal views on what most fires him up about cinema, and invites viewers to give their own opinions.

In addition, Mark plays bass in skiffle band the Dodge Brothers. With his wife Professor Linda Ruth Williams, he curates the Shetland Film Festival and regular seasons at the Bfi. He has also published monographs on The Shawshank Redemption, The Exorcist and Silent Running and regularly does sell-out tours of the UK with film-related stand-up shows.

Last updated 21 January 2022