IPA takes marketing effectiveness to New York

EffWeek 'Breaking brand' event shares effectiveness lessons with the US ad industry

The IPA is this week spearheading an EffWeek mission to New York to share invaluable effectiveness lessons with the US audience.

IPA takes marketing effectiveness to New York

The EffWeek ‘Breaking brand’ event takes place on Thursday 23 May where attendees will hear from some of the biggest advocates of, and experts in marketing effectiveness in the digital era, including Peter Field and Les Binet, Brent Snider of System1, Phil Thomas, Chairman of Cannes Lions Festival of Creativity, Tina Moffett of Forrester, and Marsha Lindsay of Lindsay Foresight & Stratagem.

They will be presenting and debating the current best practice in:

  • building brands
  • briefing creatively to deliver best returns
  • measurement strategy
  • crafting an effectiveness culture

Those not attending can follow proceedings live on Twitter @EffWorks #EffWeek on Thursday (23 May, 9am-1pm NY time /2pm – 6pm UK time).

Celebrated ‘Godfathers of Effectiveness’ Les Binet and Peter Field will build on the widely accepted general marketing principles they have developed in several publications. Their latest work tailors the results for individual market categories, business models, brand life stages and size. For marketers, this is an opportunity to see some real and robust numbers supporting the best approaches for their particular type of brand.

 They will be joined by:

  • Tomas Gonsorcik, CSO, VMLY&R and Bediz Eker, Group Strategy Director, VMLY&R introduce and welcome
  • Janet Hull OBE, IPA Director of Marketing Strategy, on building
  • Brent Snider of System1, launching their research into creativity and fluent devices with new US data.
  • Chairman of Cannes Lions Festival of Creativity, Phil Thomas, on the business case for creativity.
  • Marsha Lindsay, founder of Lindsay Foresight & Stratagem, on the psychology of persuasion, from 100,000 BC to 2030 AD
  • The new Forrester report, Balancing Short and Long Term Marketing Metrics by Tina Moffett, Senior Analyst at Forrester

Says Janet Hull OBE, Director of Marketing Strategy, IPA: “We are delighted to be in New York to meet with influencers and champions of the US advertising market to share the IPA vision for building a global marketing effectiveness movement in support of creativity and brand-building. We look forward to sharing the IPA Databank research and thought leadership coming out of EffWeek 2018 with like-minded US allies, and to building a two-way exchange on this most important business topic.”

EffWorks is a global, not-for-profit initiative, spearheaded by the IPA (Institute of Practitioners in Advertising). All EffWorks content and events are powered by a programme of original research and development, carried out in collaboration with a wealth of industry and brand partners.

Tickets are now available for the flagship EffWorks Conference taking place in London on Tuesday 15 October, with tickets on sale from June.

Last updated 21 January 2022