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HSBC, PepsiCo, Sky and the UK government unite for IPA initiative to help drive business success

The Institute of Practitioners in Advertising (IPA) is spearheading a collaborative client-led initiative bringing together clients such as HSBC, PepsiCo, Sky and the government with agencies and academia, with the intention of driving marketing effectiveness to the core of business management.

The 'Effectiveness Week' event, which will take place between 31 October -4 November, will champion evidence-based decision-making to fuel the growth of brands.

It is led by the IPA and is backed by 12 industry associations and their respective members. The initiative is guided by a cross-category advisory board of brand marketers and four centres of academic learning. Prior to the event, the advisory board will gather advice and techniques from marketing specialists to be included in the week.

The week will consist of a two-day strategic conference focused around the big questions and challenges impacting brand performance that have been outlined by the client board, consisting of clients such as John Lewis, Unilever, Diageo, HSBC and government officials. 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, which include Google, GroupM, Kantar and Thinkbox.

Chris Hirst, chief executive of Havas and chair of the IPA Effectiveness Leadership Group, said: “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.”

Colin Haddley, director of strategy insight capability and marketing services Europe, Kraft Heinz and member of the Client Advisory Board, said: “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.”

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