This Energiser will detail the behaviours and practices now being taken by the most successful organisations and explain the role of agencies in helping them deliver the most effective outcomes.

An organisation with a strong marketing effectiveness culture makes it fitter and better able to deliver its targets. This is the overarching finding from Culture First, a new IPA report, launched at Eff Week on 10 October in partnership with CIMA* and Telefónica. This report details the current behaviours of over 20 prominent brands, including John Lewis, Unilever, TfL and L’Oreal, on their journey to understanding marketing effectiveness and identifies the key behaviours that others can adopt to achieve success.

According to the findings of the study, significant additional resource and focus has been invested by these organisations into better understanding which marketing levers are driving their desired business outcomes. Furthermore, there are five behaviours and practices prevalent in the more successful effectiveness cultures.

About Fran Cassidy
About Fran Cassidy

Fran Cassidy has had over 25 years’ experience in the marketing sector- in agencies, as a client, and as a media owner. For 12 years she was Marketing Director of Carlton Television, part of the ITV network. She has also been Head of Marketing for major Outdoor and Cinema advertising companies. For the last 14 years she has run an independent marketing and research consultancy specialising in on line and off line media, marketing services and the entertainment sector, across Europe but also in US, Asia and Latam. She focusses upon reputation management and marketing effectiveness. Fran is also a Fellow and Advisory Board Member of The Marketing Society. She produces many events, including the Marketing Society’s Global Annual Conference. Fran is a key project director of several key IPA projects – including #IPASocialWorks, which finds and promotes robustly measured examples of real commercial value driven by social media marketing and Culture First, the joint CIMA and IPA Project, which aimed to find the key behaviours behind successful marketing effectiveness cultures – and is the subject of today’s presentation.

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Closing date for entries Friday 6th April 5.30pm
Closing date for entries Friday 6th April 5.30pm
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Add to Calendar 2017-12-07 08:30:00 2017-12-07 10:30:00 Europe/Dublin ADFX Energiser #1 Culture First. How Marketing Effectiveness works in Practice Chester Beatty Library, Clock Tower Building, Dublin Castle, Dublin 2 IAPI info@iapi.com

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Add to Calendar 2017-12-07 08:30:00 2017-12-07 10:30:00 Europe/Dublin ADFX Energiser #1 Culture First. How Marketing Effectiveness works in Practice Chester Beatty Library, Clock Tower Building, Dublin Castle, Dublin 2 IAPI info@iapi.com

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