Perfectiveness took place on Tuesday 16th October 2018 at the Ham Yard Hotel. If you weren’t able to join us then worry not! The event is now available to watch on demand, so take a look at the agenda below and choose a session you are interested in. Or you can also watch the whole thing from start to finish. You can also view selected slides by clicking the download button above.
Les Binet and Peter Field were back to help us perfect our marketing with a brand-new analysis of the IPA Databank of effectiveness case studies. ‘Effectiveness in Context’ revealed how the laws of marketing are functioning in the mature digital age. Unlike their previous, world-renowned analyses, which have established general principles for best marketing practice, this new study had findings that can be tailored to individual marketers and their businesses to fit their particular circumstances.
At this exclusive event, Les and Peter dug deeper into some of the key themes of their newly launched report. They explained how the development of the internet as an advertising medium, purchase channel and source of information is influencing marketing effectiveness, questioned whether we have reached the limit of what online activation can achieve and provided actionable recommendations for improving marketing returns.
The event also featured Nick Pugh from Ebiquity who shared a new study that found how better allocation of marketing spend could result in $45 billion more profit globally for brands each year. Plus, Tom Sussman, Strategy Director, adam&eveDDB, and Cheryl Calverley, Marketing Director, AA, told us what the organisation has learned from employing both short-term tactics and long-term emotional brand building.
The final session featured a panel with all the morning’s speakers discussing where marketing is going, giving the audience a chance to ask any effectiveness questions.
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