The Effectiveness Partnership

75% of all marketers say they struggle to tie their creative activities to commercial return. Data complexity and increasing fragmentation means that the task is not getting easier. A powerful framework for effectiveness populated with the right KPIs will definitely help. On Thursday 20 February The Effectiveness Partnership founding partner Gurdeep Puri and strategist Sharon Powell will be running a full day immersive workshop at IPA (Institute of Practitioners in Advertising) outlining this framework in the IPA's Advanced Strategic Effectiveness course. This workshop will arm participants with the knowledge and confidence to set the right strategy and develop the correct framework for demonstrating value at a commercial, behavioural and perceptual level on the brands that you work on. What are you waiting for? More details can be found here: https://lnkd.in/ebmx9g3E

What's the craziest or smartest brand partnership that you've seen? Kraft Heinz and Absolut Vodka anyone? The Chunky Dunky Nike and Ben & Jerry's Pokemon and Van Gogh? Greggs and Kitson? Is the key to meaningful collaborations to first make you laugh and then make you think? Read on for The Effectiveness Partnership strategist Warwick Cairns take on going beyond the obvious. First published on WARC https://lnkd.in/gDa8Jbph

What is it that gives some brands the ability to continue to appeal to generation after generation, while others achieve spectacular success that turns to dust after a decade or two? Comment below 👇🏿 Read The Effectiveness Partnership Warwick Cairns as he talks shirtmakers, dogs and the quest to escape the cycle of growth and decline in branding. https://lnkd.in/gQ2dqKrA

What does a controversial re-election contender teach us about the close relationship between politics, marketing and research? The Effectiveness Partnership Warwick Cairns offers a potted history about the role of #cognitive science in elections and the future implications for #brands. Read it here: https://lnkd.in/gxiM7t9j First published on WARC Kinda Studios adam&eveDDB Mars

Congrats to all our clients and everyone who managed to bag a coveted IPA Effectiveness Award last night. Congrats to some of our clients including Edelman, BBH London, McCann London, Anything is Possible, The Kite Factory, TBWA, Digitas London for winning the hardest Effectiveness award on the planet! 🙏🏼🙏🏼👍🏽 https://lnkd.in/eKB47yH4

Two days of The Effectiveness Partnership’s Boilerroom upskilling sessions on Strategy and how to demonstrate Creative Effectiveness to your C Suite and just plan for and know how your work, Works! A great bunch of smart clients and fun interactive immersion. Next stop New York. #Strategy #MarketingEffectiveness #businessstrategy

There was once a time when audiences were captive, and the way to get the public’s attention was to pay for it. Plainly that is no longer the case, so instead The Effectiveness Partnership Strategist Warwick Cairns offers 7 reasons why your audiences are scrolling on their mobile phones when they could be watching your expensive TV ad break. With a couple of lessons from MrBeast along the way. https://lnkd.in/gt_ta2gp First published on WARC. #marketingeffectiveness #secondscreening #effectivenesstips

Great news on the IPA Short List! I was thrilled to be part of the team as an official IPA Effectiveness Mentor, and being part of TEP, collaborating with iconic brands (and thier respective creative agencies) like Tesco, H&M, Nurofen, Boundless, David Lloyd, Permian Basin, and several more on the prestigious IPA Effectiveness awards. Congratulations to all Short Listers, including those we advised. Your hard work has truly paid off! 🏆 #IPAEffectivenessawards2024 #MarketingEffectiveness #strategy https://lnkd.in/ekqNHb6S.

Check out WARC's Rica Facundo article outlining the findings uncovered during our recent deep-dive into CEO, CFO and CMO alignment. . 😲 40% of CMO's report not believing their own efforts impact the bottom line. Just leaving that here again for impact! This pioneering study, commissioned by The Womb and The Effectiveness Partnership, of 200 C-Suite professionals was launched by Gurdeep Puri, Kawal Shoor and Manisha Sain recently at Cannes Lions International Festival of Creativity. With more findings to come. #marketingeffectiveness #creativeeffectiveness #creativeimpact #boardroomalignment

Anybody else think that memes are merely distractions that stops us from having effective day's? Read on for what memes, and Richard Dawkins’ theory of memetics, tell us about how to build an effective brand. ....and then see if you have cute amenable, or a psycho dog, when it comes to stacking hands. Read first - hand stack later. That's another effective tip! https://lnkd.in/gheWfW2Y More effectiveness gems from The Effectiveness Partnership's Warwick Cairns. First published by WARC. #marketetingeffectiveness #memes #brandbuilding #handstacking