EffWorks Global 2021 Sessions

Pip Hulbert, UK CEO at Wunderman Thompson and Chair of the IPA Effectiveness Leadership Group opens EffWorks Global 2021.

Tracing what are likely to be permanent structural shifts in the economy, the report "Living with the pandemic" from Enders Analysis quantifies and explores the impact for the industry.

Perspectives from leading brands on the Enders Analysis new report: 'Living with the pandemic'. How will brands and agencies use the findings for planning and recovery in 2022 and beyond?

The session outlines the standout data from the IPA Effectiveness Accreditation programme and Marketing Effectiveness Culture Monitor, before diving into recommendations on how to embed effectiveness cultures.

We hear fresh thoughts from three up and coming adlanders on how to ensure effectiveness culture buy-in across agencies and brands.

Peter Field explores the IPA Effectiveness Databank to share what quality evidence can be uncovered, and to offer a framework of the type of evidence that should be collected and evaluated if committing to brand purpose.

IPA Effectiveness 2022 Deputy Convenor of Judges, Jo Arden interviews a leading for profit, and not-for-profit brand on how to evidence the effectiveness of Brand Purpose.

James Hankins outlines the key findings from our task force on Share of Search, including evidence and case studies of Share of Search and its correlation to Share of Market; its relationship to Share of Voice, and its use as a predictive measure.

A case study on why share of search is such an important measure for the UK’s leading property brand and how it’s used to support business growth.

Annie Brown, Associate, Brand Finance, explores some of the highlights of the GIFT™ 2021 report and provides yet more proof of why brand building and marketing effectiveness matter.

Emma Hill and Jennifer Shaw-Sweet explode some of the myths surrounding the sector and the size of the opportunity. Anoushka Elliot demonstrates exactly how UBS Asset Management built an effectiveness mindset.

Orlando Wood takes us on a cultural journey unveiling how technology has changed business, advertising, and us - offering practical help and inspiration for those seeking to build brands in an increasingly online world.

Orlando Wood discusses some of the themes of his work with art historian, author and business creative Mary Attwood. They explore how an understanding of art can help us connect better with audiences for greater effectiveness.

Acclaimed comedian (and writer, mental health campaigner and lecturer) Ruby Wax joins EffWorks Global 2021 to provide her perspective on how to lay the path back to human connection.

Pip Hulbert closes the conference with her thoughts on the day.

Mimi Turner, Head of the B2B Institute in EMEA & LatAm and Jon Lombardo, Head of Research at the B2B Institute at Linkedin, introduce their work and explain how B2B brands grow.

David Tiltman, VP Content and Chiara Manco, Commissioning Editor, Cases Studies, analyse winners of the 2021 WARC Awards for Effectiveness to explore trends in effective communications. WARC login required.

Simon Gregory, Joint CSO, BBH and James Parnum, Head of Planning MediaCom on how they helped turn around the fortunes of Britain's largest retailer - Tesco, and brought home an IPA Effectiveness Award Grand Prix.

Dr Grace Kite presents new research from the Advertising Research Community and revealing the optimal mix between online and offline channels, how effectiveness is changing over time, and why.

ARC21. What does the Advertising Research Community database mean for brands and agencies? Is this the beginning of a new era of optimism for advertising effectiveness? How should your plans change?

Andy Brown, former Chairman of Kantar Media, presents an international review of responses responses to the current major data topics - the loss of cookies, that affect targeting and short-term effectiveness.

Andy Brown speaks to Stephan Shakespeare, CEO at YouGov about the trends facing brands and agencies in the use of data to create value and improve marketing effectiveness.

iPinYou's Grace Huang explains the view from China on the points that matter: How is driving marketing effectiveness in China different to Western markets?

Data and Analytics Specialist Simeon Duckworth chairs an industry panel with three international voices exploring the implications of the current changes in digital data availability.

Panelists from Analytic Partners, Samsung and Galderma discuss the most important aspects to stay ahead of the curve.

A remarkable Brand Film from the IPA and Thinkbox charting the ‘L'Oreal True Match’ story. The L’Oreal strategy changed the category for good, was rolled out in 15 countries and delivered an IPA Effectiveness 2018 Gold Award.

'To ESOV and Beyond' authors, Karen Nelson-Field and Rob Brittain join Advertising Council Australia CEO Tony Hale for a discussion about their findings and the growth potential of overlaying ESOV with attention metrics.

Executive Officer, dentsu Group, Jean Lin outlines Dentsu’s thinking on how they are addressing sustainability and a pivot to purpose as strategic imperatives with clients.

Sue Unerman, MediaCom’s Chief Transformation Officer and Dan Jury, Senior Media Planner, Royal Mail MarketReach discuss key findings from case study-led research carried out by WARC, which re-appraises the role of Direct Mail.

Exclusive launch of the IPA/Thinkbox brand film, "Measurement & Magic", featuring Diageo and agencies about how the world's biggest premium drinks company put effectiveness and creativity at the heart of a global marketing programme.

In 2016, Diageo committed to delivering an incremental £100m in profit from marketing within three years via an initiative encompassing its wide brand portfolio. This is the story of Diageo's IPA Effectiveness Awards Gold winning case study in 2020.

Diageo's Mark Sandys and London Business School's Simona Botti are exploring what agency culture should be like, from people outside agency life.

Ricardo Prieto-Ortiz and Olena Topilnyska from Nestle Purina tell the EffWorks Global 2021 audience about the challenges of driving a marketing effectiveness culture across the organisation,

A live at EffWorks Global 2021 discussion with those agency-side and client-side about the implications of Orlando Wood's latest research, Look Out.

When it comes to briefs marketers and agencies are on different planets. The BetterBriefs team reveal uncomfortable truths about the misalignment and miscommunication between marketers and agencies from their research.