Marketing effectiveness is decided by culture, not by tools.
We are the practice that builds the culture, so the rest of the work delivers — and effectiveness becomes the marketing organisation's job rather than yours alone.
Financial Services
2023 — 2025
A FTSE 100 financial services brand asked us to define and shape their effectiveness culture. Twelve months later, they asked us back to assess how it had developed.
The original engagement set the foundations: a diagnostic, a roadmap, and the framework for distributed ownership of effectiveness across the marketing function. The follow-up engagement, commissioned a year later, measured how far that culture had travelled. Repeat commissions of this kind are the clearest signal of the work that effectiveness culture programmes can do, because they are commissioned only when the first engagement has shifted something meaningful inside the organisation.
Read the full case studyThree ways into the work, each built around the framework.
The Effectiveness Culture Scan
A six-week diagnostic of your effectiveness culture, with a prioritised roadmap for the next twelve to twenty-four months. Built on the EFFECT Framework, combining a structured survey with stakeholder interviews and document review.
Effectiveness Culture Programmes
Multi-quarter engagements that build effectiveness culture across your marketing organisation. Typically commissioned following a Scan, structured around the EFFECT Framework, and delivered alongside your marketing leadership team.
About our programme workEmbedded Effectiveness Leadership
Senior effectiveness leadership embedded into agencies or marketing organisations for a defined period, on specific client engagements or programmes of work. Where senior expertise is needed and a permanent hire is not.
About embedded leadershipSix dimensions of effectiveness culture, developed through twenty years of practitioner experience.
Our work is built on the EFFECT Framework. Applied across organisations from FTSE 100 banks to global FMCG brands. The framework is not a theoretical model. It was built in the field and refined by repeated use.
Built the marketing effectiveness function at O2. Led effectiveness transformation across seventeen European markets at Samsung.
Go Ignite is led by Nick Milne. He has spent the last six years applying that experience to organisations from global banks to challenger brands, and he delivers every Go Ignite engagement personally.
There is no junior team. No offshored analysis. No substitution. The buyer commissioning Go Ignite is buying his time, his judgement, and his attention.
More about NickFortnightly thinking on effectiveness culture, measurement, and what it takes to build marketing that earns its place in the boardroom.
Why your dashboards aren't moving the conversation, and what is.
The technical work of effectiveness is happening in most marketing functions. The cultural conditions for it to land are not. Here is what to look for.
Effectiveness should not sit with one team. Here is what changes when it doesn't.
The single most reliable predictor of whether marketing effectiveness work delivers value is whether ownership is held across the function or only by the specialists.
The discipline of saying no, and why most marketing functions cannot.
Strategic clarity is what you commit to, not what you write down. The gap between the two is where most effectiveness problems begin.
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The Effectiveness Culture Index. The first independent benchmark of effectiveness culture across UK and European marketing organisations.
Built on the EFFECT Framework. Published by Go Ignite. Reviving an industry-wide pulse on effectiveness culture, with longitudinal data and proper benchmarks.
If your marketing function is under pressure to prove its value, the answer is rarely better measurement alone. It is a stronger effectiveness culture.
We can show you where yours is now, and what to do about it. A discovery call is the conversation that gets you there. Thirty minutes. No obligation.
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