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.

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.