IPA launch Effectiveness Week

Posted on: May 18, 2016

Brands, academia and the communications industry launch landmark initiative to fuel business success

World-renowned clients, including HSBC, PepsiCo, Sky and the Government, have united with agencies and academia to launch Effectiveness Week, a unique initiative to drive marketing effectiveness to the core of business management.

The collaborative programme is taking place from 31st October – 4^th November and will focus on championing evidence-based, decision-making to fuel the growth of brands. It has been instigated by the IPA and is now supported by 12 industry associations and their respective members, including Thinkbox. Crucially, the initiative is guided by a cross-category Advisory Board of today’s leading brand marketers and four centres of academic learning. They are inviting specialists from every corner of marketing capability and accountability to put forward the wisdom, tools and techniques that they think should be included in the week, by 26^th June.

The week will consist of a two-day strategic conference (BAFTA, 1^st-2^nd November) centred around the big questions and challenges impacting brand performance today, which have been outlined by the Client Board. Some of the topics covered will include judging the level of risk, reviewing marketing investment, and the regulation of data**. This will be supported by a range of satellite events and immersive workshops run by the programme’s industry associations and sponsor partners. The IPA Effectiveness Awards will also take place on the evening of 2^nd November.

Understanding marketing effectiveness has never been more important, particularly with the proliferation of commercial and communication choices. This initiative can provide real value by facilitating a more informed discussion across the boardroom table.

Colin Haddley , Director of Strategy Insight Capability and Marketing Services Europe, Kraft Heinz and Member of the Client Advisory Board

Effectiveness sits at the heart of Thinkbox’s mission, all our roads lead to it. This is the reason why we have been proud sponsors of the IPA Effectiveness Awards for a decade and why we didn’t hesitate to support the IPA’s brilliant idea of having an Effectiveness Week. Every week should be an effectiveness week in advertising. Nothing matters more than making sure the hard work actually works and that our industry is armed with the knowledge and evidence of how to make better advertising.

Andrew MacGillivray Marketing Director, Thinkbox