EffWorks 2023: Movers, Shakers, and Effectiveness in Marketing

Last week, the marketing effectiveness community gathered for EffWorks 2023, hosted by the IPA (Institute of Practitioners in Advertising). This year’s theme, “Movers, Shakers, Effecters”, provided a thought-provoking exploration of marketing’s evolving role. The event was structured into three key areas:

• Marketing Marketing – Elevating marketing’s role within businesses
• Managing Marketing – Optimising team structures and processes
• Measuring Marketing – Enhancing the effectiveness of marketing investments

Through keynotes, interviews, and breakout sessions, leading brands and agencies shared insights into the challenges and opportunities shaping marketing effectiveness today.

Key Takeaways from EffWorks 2023

Trends Impacting the Future of Marketing

BBC journalist Amol Rajan opened with a compelling perspective on global trends, delivering insightful and sobering reflections on the societal shifts shaping marketing. His charismatic delivery—and a personal anecdote about his six-week-old baby—added a human touch to his analysis.

Orlando Wood explored how advertising has evolved over time, emphasising how marketers must appeal to different cognitive processes:

• Right-brain activation – focusing on traditional branding and emotional resonance
• Left-brain activation – Prioritising short-term performance and activation-driven marketing

To close the day, Josh Krichefski from the IPA led a lively debate on AI’s impact on brands. The discussion split into two camps:

 ✅ AI as a brand builder – Enabling efficiency, innovation, and creative expansion (e.g., AI-enhanced chess strategies)

 ❌ AI as a brand destroyer – Raising concerns around deepfakes, misinformation, and risks to industries like the justice system

The conversation even touched on whether we might live in a simulation, making for a fascinating and philosophical close to the event.

Expert Insights on Marketing Effectiveness

Several industry leaders shared practical strategies for navigating today’s marketing landscape:

1. Navigating Inflation with Category-Specific Strategies

Grace Kite emphasised the importance of understanding how inflation affects different market categories. She explained that:

• In some industries, consumers are more likely to postpone purchases
• In others, buyers will actively shop around for better deals

Understanding these dynamics is key to adapting marketing strategies for economic fluctuations.

2. LEGO’s Approach to Owned Channels

Hannah Gillett from The LEGO Group provided a behind-the-scenes look at how LEGO optimises its owned channels. She highlighted:

• Creativity, collaboration, and connection are the foundations of LEGO’s marketing strategy
• The importance of team structures and measurement processes to maximise brand impact
• How play and experimentation drive their continuous improvement

3. Making Marketing Mix Modelling More Boardroom-Friendly

Ross Farquhar, Marketing Director at Little Moons, shared strategies for making Marketing Mix Modelling (MMM) more persuasive in executive discussions:

• Involve experts to explain MMM’s value
• Incorporate broader business variables to align insights with other directors’ priorities

4. Positioning Marketing as an Investment, Not a Cost

Ian Whittaker stressed the importance of shifting financial analysts’ perceptions of marketing from a cost centre to a strategic investment. He referenced an IPA and Brand Finance Online survey showing that analysts increasingly recognise the impact of brand strength on long-term business success.

5. Les Binet and Peter Field on Effectiveness

The effectiveness icons Les Binet and Peter Field reaffirmed their alignment with Ehrenberg-Bass Institute and Byron Sharp’s principles, reinforcing key marketing effectiveness fundamentals.

Once again, EffWorks 2023 delivered valuable insights into the future of marketing effectiveness. The event provided an opportunity to exchange ideas, challenge industry norms, and refine strategies for driving greater impact in marketing.

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