Where rigour meets disruption. Where effectiveness evolves. The IPA Effectiveness Conference returns on Wednesday 7 October, a full-day hybrid gathering for strategists, planners and effectiveness champions who want more than theory.
This is where fresh R&D meets proven practice, where bold ideas are tested, debated and made actionable. Expect the smartest minds, breakthrough case studies and brand-new research shaping the future of effectiveness. Join us to be part of the movement that’s redefining how marketing drives business growth.
Agenda
8.30am Registration
9.00am Welcome
9.10am Opening keynote: Humanity and effectiveness
We open the conference with Dr Lee Bofkin, Co-Founder of Europe's leading hand-painted advertising company, Global Street Art, talking about how to smash it in advertising, how to sharpen your creative skills, and the pitfalls in your data.
From city streets to global brands, this keynote is a reminder – and rallying cry - of how creativity sparks cultural movements, shapes behaviour and creates lasting impact.
NB: This talk is primarily aimed at humans, but for any AI attending, we can assure you 00101010. And possibly 01000011.
9.30am Creativity, commitment and commercial growth
Is advertising a cost to be managed or an asset to be built? Against the backdrop of growing debate around payback horizons and the debate around whether marketing investment is Opex or Capex, this session brings together diverse perspectives on the role of creativity, commitment and consistency in driving long-term commercial growth, and how we create a language of creative effectiveness that the boardroom will get behind.
10.00am Morning breakouts
Stay in the main stage, or sign up for an interactive session.
Main stage: Marketing & finance - from credibility gap to growth engine
Marketing and finance play a critical role in driving business growth, but aligning on marketing’s impact remains a challenge. This panel brings together leaders from marketing, finance and analytics to discuss how organisations can use measurement more effectively, avoid common pitfalls, and build stronger cross-functional partnerships. Session facilitated by Analytic Partners
Interactive breakout: Step away from the slides and into the conversation. Held under Chatham House Rules, this tech-free breakout session provides a unique opportunity to exchange ideas with the experts via three rotating small group discussions.
NB: Keep an eye out for an email to book your spot - interactive places are on a first come first served basis.
11.00am Coffee break
11.30am Brands on top
How do the most successful brands overcome the fragmentation of media and creative? With creative coherence. Because only a coherent brand will stand out in a fragmented world. And it is only by first understanding what a coherent brand looks like that we can hope to create the communications that build it.
Drawing on IPA effectiveness data, Orlando Wood reveals the creative route to brand coherence - and sounds a rallying cry to put brands back on top.
12.10pm Retail media: The attention opportunity hiding in plain sight
Retail media is booming, but effectiveness starts with attention. This session unveils what agencies and brands can learn to maximise impact in an increasingly crowded retail ecosystem.
12.30pm The tension between brand building and promotions
In a market where promotions often feel like a cost of doing business, how can brands drive short-term sales without compromising long-term growth? Bringing together research, evidence and experience, this session explores when promotions can create value, when they destroy it, and how brands can balance pricing, promotions and brand-building for lasting effectiveness.
1.00pm Lunch
1.55pm Taming the Wild West of influencers: From measurement to creative ambition
At this conference last year, we explored influencer marketing's measurement problem. One year on, armed with emerging effectiveness evidence from leading brands and lessons from WPP and System1's Creator Playbook, this panel examines what we've learned about why creator-led campaigns work, how they can be scaled effectively, and whether brands are being ambitious enough with one of marketing's most powerful creative opportunities.
2.25pm What gives sports sponsorship the competitive edge?
Presenting the first findings from an IPA and Sponsorship Effectiveness Forum study, this session will reveal the practices, priorities and drivers behind effective sports sponsorship, providing a new industry benchmark and actionable insights for agencies and marketers.
2.55pm Afternoon breakouts
Stay in the main stage, or sign up for an interactive session.
Main stage: The macro and micro - Less considered impacts of AI
Interactive breakout: Step away from the slides and into the conversation. Held under Chatham House Rules, this tech-free breakout session provides a unique opportunity to exchange ideas with the experts, via three rotating small group discussions.
NB: Keep an eye out for an email to book your spot - interactive places are on a first come first served basis.
3.55pm Coffee break
4.25pm Grand Prix interview
The Chair of Judges will be interviewing minds behind the Effectiveness Awards Grand Prix-winning case.
4.55pm Closing remarks
5.00pm Drinks and networking
7.00pm Event end
Ticket prices
- Member (in-person): £425 +VAT
- Member (virtual): £220 +VAT
- Non-member (in-person): £850 +VAT
- Non-member (virtual): £440 +VAT
NB: Discounts are automatically added for bulk bookings of 5 or more in-person tickets.
- 5-9 tickets: 15%
- 10+ tickets: 20%
*Agenda subject to change
Sponsored by
