Pioneering R&D on influencer marketing to be unveiled at IPA Effectiveness Conference

Be part of the movement that’s redefining how effective marketing drives business growth on Wednesday, 8 October

How effective is influencer marketing? Does it work in the short and long term? And what are the factors contributing to strong influencer campaigns?

These questions and more will be answered at the upcoming IPA Effectiveness Conference on 8 October with the unveiling of the first-of-its-kind, IPA-commissioned R&D into this significant and growing area. This will be followed by an in-depth panel discussion with Wavemaker UK’s Dominic Charles, Vasileios Kourakis, CDMO Global Marketing Effectiveness Director at L'Oreal and Choreograph’s Jane Christian, who led the research on behalf of the IPA Effectiveness Leadership Group.

Says Laurence Green, Director of Effectiveness, IPA: "Despite the rapid growth and investment into influencer marketing, there is little rigorous data that exists on the true effectiveness of this spend. Until now. We are delighted to bring this pioneering new research to light to help agencies and their brands gain a greater understanding and deployment of this potent medium."

Further IPA Effectiveness Conference highlights will include:

The full-day, hybrid conference at London’s Shoreditch Town Hall will see the launch of three additional pieces of ground-breaking effectiveness R&D, including:

How experiments are being used in marketing today, paving the way for further exploration and research into 2026.
What the fastest-growing SMEs have in common and the lessons their success can teach us about marketing.
A myth-busting, rallying cry about scale, budgets and budget-setting from the Godfather of Effectiveness, Les Binet.

There will also be new data from Dr Grace Kite and Tom Roach on how companies can achieve big brand-building effects despite an increasingly fragmented media landscape; a discussion on the power of music in advertising; and a behind-the-scenes look at one of the biggest brand turnarounds in recent years, Kraft Heinz.

View the full agenda and be part of the movement that’s redefining how effective marketing drives business growth.

In-person tickets for the conference are available from £395 + VAT, with virtual tickets available from £220+VAT. Discounts are available for bulk bookings of five or more in-person tickets. Bookings of 10 or more tickets will automatically receive a 20% discount on checkout, while bookings of 5-9 tickets will receive a 15% discount.

The IPA Effectiveness Conference 2025 is sponsored by Ekimetrics, Google, JICMAIL, System1, The B2B Institute at LinkedIn, Thinkbox and Tracksuit.