Amol Rajan to join Read, Binet, Field, Kite at IPA EffWorks Global 2023

The flagship hybrid conference on Tuesday 10 October, also sees the launch of two new pieces of research – one on how econometrics can help make the case for marketing within the C-Suite, and one exploring financial analysts’ assessment of marketing as an investment vs a cost.

Throughout the day, we’ll hear from brand, agency, and effectiveness experts on the creation, management, and delivery of effective creative marketing. Key content includes:

• Dr Grace Kite examining how brands should manage their brand pricing strategy in the face of ongoing economic challenges
• A 10-year retrospective on The Long and the Short of It with the Godfathers of Effectiveness, Les Binet and Peter Field and Publicis•Poke CSO Alison Hoad
• VCCP’s Melanie Wong, Saatchi & Saatchi’s Ruth Bates and Virgin Media O2’s Johnny Winn on how agencies and clients can make the business case for investing in gaming, and the positive good it can do for our industry
• Orlando Wood from System1 Research exploring the timeless importance of ‘The Show’ to enthral audiences
• A live debate on whether AI is a brand destroyer or a brand builder featuring IPA President Josh Krichefski, Spark Foundry’s Marcos Angelides and more.
• Hannah Gillett from Our LEGO Agency sharing how they have developed an ‘owned first’ strategy and campaign development process, and how they measure the effectiveness of those channels

In addition to the flagship conference, EffWorks Global 2023 features several satellite events from our partners:

• Wednesday 11 October:
  • The Advanced Certificate in Effectiveness explained: Demystifying the IPA Advanced Certificate in Effectiveness syllabus and explaining how you too can become certified in evaluating campaign effectiveness.
  • Why brand building is essential to scaling up profitably on digital marketplaces: WARC's Amin Mrini and Tracksuit's James Hurman present results from their latest study, which proved brand awareness drives greater effectiveness in performance marketing.
  • Connected creativity with Yorkshire Tea: Hear from Kantar on how to design for difference in digital advertising to unleash its brand-building power, as well as Yorkshire Tea’s Dom Dwight who will share practical inspiration from his award-winning case study, highlighting the role of digital in driving consumer willingness to pay more for a proper brew.
• Thursday 12 October:
  • Capitalise on Change - Driving Growth in Uncertain Times: Join TransUnion for a look at the latest agile marketing best practices, measurement tools and techniques you can use to champion advertising effectiveness at your company.
  • EffWorks Global in Manchester: System1Group's Will Headley presents their latest research into establishing mental availability across different platforms, followed by a discussion of all the key messages to come out of the conference - and the opportunity to ask our panel of experts your questions on all things marketing effectiveness.
  • Best Practice Measurement for Owned Channels: Join JICMAIL and industry leaders sharing their expertise on the new best practices required for driving growth through owned channels, discuss how owned channels should be represented and measured within effective measurement frameworks, and showcase examples of frameworks you can draw upon.
  • IPA/Thinkbox Brand Stories on Film: Cadbury: An exclusive viewing of the IPA/Thinkbox brand film on the grand-prix winning Cadbury case “There’s a glass & a half in everyone” from VCCP. After the film, the panel, hosted by 2024 Awards convenor Jo Arden, will discuss the value in differentiating within your category, with advice, and an opportunity to ask questions, from strategy leaders on KFC and Cadbury.

EffWorks Global 2023 kicks off with the flagship conference on Tuesday 10 October in London. In-person tickets are now sold out but virtual tickets are available from £190.

IPA EffWorks Global 2023 Sponsors