Effectiveness week: open for submissions | DMA

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Effectiveness week: open for submissions


Held the week beginning 31 October, effectiveness week needs submissions from you, for its event at BAFTA on 2 November

The DMA, IPA and 11 other industry bodies have come together to debate the latest in marketing effectiveness and evidence-based marketing, which will run from 31 October 2016.

Effectiveness Week will gather together the best and brightest from the marketing industry to take effectiveness back to the office and the boardroom.

The week features a series of events, centred around the two-day showcase conference at BAFTA on the first or second of November.

This event will tackle the big questions, including judging the level of risk, reviewing marketing investment and the regulation of data.

What we want you to do

We want content for the two-day event, and need experts and ambassadors to come forward and speak abbout effectiveness.

We want suggestions for hought Leadership pieces, and we need them by 17 June. The list of the 10 priority topics is below:

  • RISK / EXPERIMENTATION: In a marketing landscape where everything is constantly changing, what is a reasonable level of risk on investments?

  • CUSTOMER EXPERIENCE: How relevant is marketing communication spend in a world where customer experience is the biggest driver of brand performance?

  • ACCOUNTABILITY MINDSET: How do you move from an organisation that pays lip service to accountability to one that walks the talk, in every department across every geography, and in every relationship?

  • INVESTMENT CRITERIA: What is the right way to judge marketing investments? Brand awareness, brand consideration, brand loyalty, business outcomes?

  • DATA REGULATION THREAT: The data opportunity/regulation threat – Leveraging data has in recent years become the ultimate solution for many brands but has it really moved the dial significantly or failed to live up to expectations?

  • TECHNOLOGY IMPACT: Impact of technology on marketing effectiveness – It is almost impossible to keep up with the latest shiny application that will change the face of marketing forever.

  • EFFECTIVE CREATIVE: Creativity’s role in effectiveness – In a world of marketing science, algorithms and rationality, many marketers feel embarrassed to mention the c word – creativity.

  • SHORT-TERM VS LONG-TERM: How should we plan for and measure both axes in order to optimise both short and long-term value?

  • OPTIMISATION: Paid/earned/owned – Multi-channel, multi-platform optimisation – Brands are omnipresent in today’s society and marketers must look to optimise paid, earned and owned channels. Who has found the perfect combination?

  • LEVELS OF INVESTMENT: Budgeting/levels of investment – the call for zero-based budgeting is on one hand logical but on the other supposes that investing in brands is an annual event that can be switched off with no downside.

Read more here and if you would like to speak on any of these topics, please complete the form at the end of the list, sharing a 300 word synopsis of your ‘talk’.

Colin Haddley, director of strategy insight capability and marketing services Europe, Kraft Heinz and member of the Effectiveness Week 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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