E.01

F.02

F.03

E.04

C.05

T.06

A Marketing Effectiveness Practice

Marketing effectiveness is decided by culture, not by tools.

I build the effectiveness culture that decides whether everything else you invest in delivers, so that effectiveness becomes the whole marketing organisation's job rather than yours alone.

Founded by Nick Milne Built on the EFFECT Framework Est. 2019

Book a discovery call How I work

The Cost of Culture

What culture costs. In your numbers.

Every organisation pays for its effectiveness culture. Most never see the bill.

It is paid in reallocations that take nine months instead of one, in evidence that arrives after the budget is set, and in campaigns that run on because nobody is allowed to say they did not work. None of it shows up in a dashboard, which is why it is so rarely fixed.

Decisions that wait

The evidence to move money exists. Nobody owns the decision, so the money stays where it is for another quarter.

Insight that arrives late

The analysis lands after the plan is signed, so it describes last year instead of changing next year.

Evidence that loses the argument

The numbers say stop. A senior preference says continue. The preference wins, and nobody records what it cost.

The Effectiveness Culture Diagnostic puts a number on it. I trace your recent marketing decisions, value the ones your culture delayed or distorted using your own models, and agree the figure with your finance team before your leadership team sees it. Then we set out to reduce it, and measure whether we have.

See how the Diagnostic finds it

Independence

Impartial. By design.

The only independent effectiveness consultancy with IPA authorship credentials.

Every major player in marketing effectiveness has a commercial conflict. Gain Theory is owned by WPP. Dentsu is a media buyer. Brightblue is now Monks, part of S4 Capital. WARC Advisory is LIONS/Ascential. Kantar's effectiveness practice sits inside a data conglomerate with its own measurement products to sell.

Go Ignite has none of that. No agency parent. No media ownership. No platform to push. No vendor relationship that shapes the recommendation.

When I diagnose your effectiveness culture, the answer is what your organisation actually needs. Not what a parent company needs me to sell. That independence is not a positioning line. It is how the business is built and why the work is trusted.

I co-created the IPA Effectiveness Roadmap. Published by WFA, WARC, and IPA. The EFFECT Framework is proprietary. Go Ignite is the only firm I know of that carries those authorship credentials and has zero commercial conflicts of interest.

Case 01

FTSE 100
Financial Services
2023 — 2025

A FTSE 100 financial services brand asked me to define and shape their effectiveness culture. Twelve months later, they asked me back to measure how far it had travelled.

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 happen only when the first engagement has shifted something meaningful inside the organisation. That is the only proof that matters in culture change.

Read the full case study

Selected named engagements

The AA

Built the effectiveness culture roadmap, structured around the EFFECT Framework and designed to support the function through a period of significant change.

Chivas Brothers

Applied effectiveness rigour to a premium spirits portfolio, connecting brand investment decisions to commercial outcomes across a complex multi-brand structure.

General Mills (Häagen-Dazs)

Integrated brand and effectiveness planning, building a shared operating model that allowed brand and performance work to be planned and reviewed together.

What I do

Three ways into the work, each built around the framework.

Entry Point

The Effectiveness Culture Diagnostic

A six-week diagnostic of your effectiveness culture that ends with a finance reviewed figure for what it is costing you, and a prioritised roadmap for the next twelve to twenty-four months. Built on the EFFECT Framework, combining a structured survey, stakeholder interviews and an audit of ten recent marketing decisions. How every engagement begins. The full fee is credited against any solution commissioned within three months.

Six-week engagement £17,500

Read about the Diagnostic

Solutions

EFFECT Signals · EFFECT Flow · EFFECT Embed

Three solutions, each designed around a different effectiveness problem. Signals fixes measurement. Flow fixes the operating system. Embed fixes the culture. The Diagnostic is phase one; the solution follows over sixteen to twenty weeks, scoped from what the Diagnostic finds. Start with the Diagnostic alone, or commission the programme with a break clause after the Diagnostic.

Total engagement From £40,000

Which solution fits your situation

Leadership

Embedded 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 leadership

The Framework

Six dimensions of effectiveness culture, developed through twenty years of practitioner experience.

My 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.

E.01

Empower People

The conditions for effectiveness work to be done.

F.02

Focused Priorities

Strategic clarity and the discipline of saying no.

F.03

Fix Processes

The operational rhythms that make execution possible.

E.04

Elevate Insight

The relationship between evidence and decision-making.

C.05

Create Measurement Systems

The technical infrastructure of effectiveness.

T.06

Transform Culture

The integrating dimension that makes the rest stick.

Read the framework in full

N.M / 2026

Nick Milne · Founder

About Nick

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 Nick

The Effectiveness Culture Edge

Thinking on effectiveness culture, measurement, and what it takes to build marketing that earns its place in the boardroom.

June 2026 T.06

Our secret is now out.

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.

7 min read

May 2026 E.01

Why marketing effectiveness transformations fail.

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.

9 min read

April 2026 C.05

The measurement arms race is solving the wrong problem.

Strategic clarity is what you commit to, not what you write down. The gap between the two is where most effectiveness problems begin.

6 min read

ECI

Fieldwork opens October 2026 · First report spring 2027

The Effectiveness Culture Index. The first independent, international benchmark of effectiveness culture, built with the World Federation of Advertisers.

Built on the EFFECT Framework and fielded through the WFA's membership. Six dimensions, thirty six statements, twelve minutes. Every respondent receives a personal scorecard; every participant receives the report.

Phase 01 · Complete

Methodology built on the EFFECT Framework. Partnership with the WFA in place.

Phase 02 · From October 2026

Survey and interviews across UK and Western European marketing organisations.

Phase 03 · Spring 2027

First report published with the WFA.

The Next Step

If your marketing function is under pressure to prove its value, the answer is rarely better measurement alone. It is a stronger effectiveness culture.

I can show you where yours is now, what it is costing you, and what to do about it. A discovery call is the conversation that gets you there. Thirty minutes. No obligation.

Book a discovery call