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A Marketing Effectiveness Practice

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.

Founded by Nick Milne Built on the EFFECT Framework Est. 2018

Book a discovery call How we work

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 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 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.

Cazoo

Defined the measurement framework, integrating attribution, performance reporting, and the operating rhythms required to make it usable across a fast-growing function.

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 we do

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

Engagement 01 — Primary

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.

Six-week engagement £17,500

Read about the Scan

Engagement 02

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 work

Engagement 03

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.

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.

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

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

April 2026 T.06

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.

7 min read

March 2026 E.01

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.

9 min read

March 2026 F.02

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.

6 min read

ECI

Forthcoming · Late 2026

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.

Phase 01 · Spring 2026

Methodology and partnership development.

Phase 02 · Autumn 2026

Fieldwork across UK and Western Europe.

Phase 03 · Late 2026

First report published.

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.

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.

Book a discovery call