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

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

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The BCMA is delighted to announce that it is part of a new exciting collaborative programme. 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.

It is taking place from 31st October – 4th 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, including the BCMA and their respective members. 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 17th June.

The week will consist of a two-day strategic conference (BAFTA, 1st-2nd 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 2nd November.

Says Andrew Canter, Global CEO, BCMA and Industry Partner Advisory Board member: “Measuring the effectiveness of branded content is one of our key cornerstones. We are delighted to be part of Effectiveness Week, as it will enable us to demonstrate the power of branded content to the marketing industry. We will do this by show casing great examples and highlighting best practice in branded content.”

Says Chris Hirst, CEO, Havas and Chair of the IPA Effectiveness Leadership Group: “The expectation for marketing to be more effective and drive the growth of brands, and ultimately, the P&L has never been higher. The Chief Marketing Officer is transforming into the Chief Value Officer and we must be ready to respond. We believe Effectiveness Week will be an invaluable centre for learning: helping build more successful brands by developing more effective work.”

Says Colin Haddley, Director of Strategy Insight Capability and Marketing Services Europe, Kraft Heinz and Member of the Client Advisory Board: “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.”

Tickets for Effectiveness Week will go on sale from 22nd August. Further information and how to participate is available at: