Our Thinking
Thought Pieces:
From Marketing Effectiveness to Marketing Excellence, enabled by a strong Effectiveness Culture.
When you think of Marketing Effectiveness, what is the first thing that springs to mind? None of these are wrong but I would argue that they are only part right; they are either part of the process (e.g. measurement, modelling), or an outcome of being effective (awards, gongs, incremental value). One word that has been…
Effectiveness Culture 2.0
We are entering the phase of Effectiveness Culture 2.0. But before we dive into what Effectiveness Culture 2.0 is, there is an important distinction to make between ‘marketing effectiveness’ and ‘effectiveness culture’. Phase one of effectiveness culture was about waking brands and agencies up to the value of what a strong effectiveness culture could bring,…
Unlocking the True Potential of Marketing Effectiveness Beyond MMM
In today’s digital age, Marketing Effectiveness is a buzzword that frequently crops up in discussions around ROI and business profitability. While it’s true that measuring ROI is a pivotal aspect of Marketing Effectiveness, this concept extends far beyond conducting Marketing Mix Modelling (MMM) studies. In reality, the foundations for achieving Marketing Effectiveness are more multifaceted,…
Ignition Room Huddle Write Ups:
The Ignition Room Huddle “The Big Debate: Retention vs Acquisition” The Result
On Wednesday the 13th of September we held the fiercest of debates at our Ignition Room Huddle between Tim Grimsditch in the blue corner fighting for acquisition and Virginie Faucon MBA in the red corner fighting for retention to decide which is the biggest business growth lever. The Huddle started with guests being greeted by…
The Opportunity Created by bringing Sustainability into the Effectiveness Agenda
The WFA and Kantar have launched their latest report on the state of sustainability: Sustainable Marketing 2030. It is well worth a read. There were a few things in the report that stood out for me and none more so than the opening of the exec summary: “The key to sustainable marketing lies in adopting…
Last Months Ignition Room Huddle – What makes a good client/agency partnership?
In the last Ignition Room Huddle, we heard from Barclays and OMD UK about the power of partnerships and that when they are set out properly from the beginning they: – Build a strong effectiveness culture – Create trust – Enable great (and sometimes hard) conversations about the performance of marketing activity But what happens…
News:
Effworks 2023 Movers, Shakers, Effecters
Last week marked the annual gathering of Effectiveness practitioners at Effworks 2023, hosted by the IPA (Institute of Practitioners in Advertising). The event’s theme for this year was “Movers, Shakers, Effecters,” and it was divided into three informative sections: “Marketing Marketing,” “Managing Marketing,” and “Measuring Marketing.” Throughout the day, we were fortunate to hear from…
We have a Big Announcement to share….
The Ignition Room, is now in partnership with the Institute of Practitioners in Advertising (IPA). Through this partnership, we will be hosting a series of monthly face-to-face or virtual Effectiveness Huddles that bring together marketers and insight professionals from brands and agencies around the UK. The huddles will facilitate conversation and insight into marketing effectiveness…
Go Ignite Consulting’s 3rd Birthday!!
Indulge me for a moment. On the 6th December 2019, Go Ignite morphed from an idea born after a post Sunday lunch nap (a story for another time) into a fully registered limited company. Fast forward to now, and Go Ignite is on project folder number 063; the measure of success being the number of…
Industry Reports:
WFA, Ebiquity and IPA Report: Creating a Global Culture of Effectiveness
We are proud to have had Nick as lead author on this report and it is testament to the Go Ignite and IPA Effectiveness Framework that it continues to lead the way in helping build a strong effectiveness culture. Marketers are not creating the best marketing effectiveness culture because they are failing to address all…
Second Annual IPA Effectiveness Roadmap Report
At Go Ignite, we are super proud of the work that we do with the IPA to help brands and agencies better understand how they can improve the value they can create from marketing effectiveness. Creating this report for the IPA is a key focus of our year, and brilliant to see that having a…
2021 IPA Effworks Global Marketing Effectiveness Culture Report
In early 2021, the IPA commissioned Go Ignite to run it’s annual marketing effectiveness culture study. The study uses Go Ignites practical and diagnostic marketing effectiveness framework which introduces the four pillars to effectiveness culture; Focus, People, Process, & Data / Tools / Measurement. Below is the presentation which details the report key findings.