This is a dedicated, industry-wide programme designed to elevate the role of marketing as a driver of business growth in Ireland. With the introduction of our new biennial Effie Awards model, this year is an active and ambitious commitment to building a stronger culture of effectiveness across agencies, brands and business leadership.
The Effectiveness Year is built around a simple principle:
Commercial creativity works and it deserves to be understood, measured and valued accordingly.
Throughout 2026, the programme will:
- Elevate marketing as a driver of sustainable business growth
- Build capability across agencies and clients
- Strengthen advocacy and influence at C-suite and board level
- Raise the standard and quality of future Effie Awards Ireland submissions
The Effie Awards Ireland programme will return in 2027, positioned as the pinnacle of a broader and more powerful effectiveness movement.
1 The Effectiveness Leadership Series
A thought leadership platform showcasing insights from senior Irish and international voices including agency leaders, CMOs, CFOs, economists and global Effie Grand winners.
Key themes will include:
- The value of long-term brand building
- Creativity’s multiplier effect
- Marketing’s role in economic growth
This series will include live events, online sessions & content and thought pieces ensuring insights are accessible and actionable across the industry.
2 The Effectiveness Accelerator
A structured capability-building programme for Iapi members, focused on developing deeper understanding of how to translate creativity into measurable business impact.
Content will include:
- Advanced effectiveness measurement and data capture
- Strategic planning for long-term effectiveness
- Presenting ROI to CFOs and Boards
- Winners showcases and behind-the-scenes insights
The Accelerator will feature masterclasses, templates, toolkits, Effie-Ready sessions and the potential for more individual clinics, all designed to raise the standard of effectiveness thinking and future submissions.
3 The Effectiveness Report
A flagship new industry publication analysing the state of marketing effectiveness in Ireland.
The report will:
- Benchmark sectors on effectiveness performance
- Analyse spend versus outcomes
- Highlight learning from global Effies
- Provide board-level strategic guidance
- Contribute to national industry advocacy
Developed in partnership with Ipsos B&A, this publication will become a key reference point for Irish marketing leadership.
The Effectiveness Year will culminate in the Future of Effectiveness Conference on 20th October 2026 - bringing together senior leaders from across Irish business to debate, challenge and shape the next chapter of marketing effectiveness. Speakers to be announced. For now, please save the date and hold time in your diary: https://www.calendartap.com/ev...
The Effectiveness Year is brought to you in partnership with RTÉ and supported by Allianz, Ipsos B&A and An Post.
For more information on the Effectiveness Year plans and how member agencies can get involved, please contact Kate Goldsmith, Director at Iapi – email kate@iapi.com
