The Brief Ep16: Ignite success - how to build a culture of effectiveness

‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effectiveness?

For this episode, we’re joined by Nick Milne, Chief Effectiveness Officer at The Ignition Room, and Ringo Moss, Chief Strategy Officer at McCann, to discuss the what, why and how, of building a culture of true effectiveness.

What we cover in the episode

• What do we mean when we talk about ‘effectiveness’
• Creating value for clients, agencies and people
• Why measurement shouldn’t just be at the end of the process
• Why everyone in a business should undergo effectiveness training – even HR and finance
• How long does it take to build a culture of effectiveness?
• Do agencies or clients own effectiveness culture?
• Why you can’t just 'turn on' effectiveness
• The biggest skill client-side effectiveness practitioners need to have
• Why McCann introduced an effectiveness ‘contract’
• Balancing short term performance with long term effectiveness
• Why the industry has to get back to value and outcomes
• What marketers need to know about effectiveness

About the speakers

Nick Milne is Founder of and Chief Effectiveness Officerat The Ignition Room and Go Ignite. Before founding The Ignition Room and Go Ignite, Nick gained his effectiveness experience at Samsung, where he had responsibility for customer and marketing analytics across Europe, and at O2, where he set up the Marketing Effectiveness function. Nick has also been a member of the IPA Effectiveness Leadership Group since 2016.

The Ignition Room is a marketing community designed to help marketers learn how to build a strong effectiveness culture by building a network of like-minded agency and brand side marketers, and by sharing challenges and experience to help overcome particular effectiveness challenges.

Go Ignite is the consulting arm where the team work directly with brands and agencies to design and embed effectiveness approaches, tools and solutions into ways of working.

Ringo Moss is Chief Strategy Officer at McCann. Heis a hugely experienced strategic marketing professional with a proven background in shaping and executing award-winning brand & comms strategies. With diverse experience spanning a wide range of communications roles, categories, and global clients, Ringo focusses on empirical marketing science to deliver effective communications and believes in the power of creativity to create unfair commercial advantage whether in B2B or B2C.