media, marketing & effectiveness

A growing number of industry studies are highlighting a decline in creative effectiveness:  Alarm bells about the current state of creative are starting to go off.

On Nov. 12th, we brought together some of the industry’s biggest thinkers – authorities who are analyzing effectiveness from three unique perspectives – for a “state of the nation” look at our increasingly complex advertising environment.


The 10 Key Factors Driving Advertising Effectiveness, MARK RITSON 

In this engaging and highly informative talk, Ritson outlines the 10 Key Factors That Drive Advertising Effectiveness, gleaned from a review of almost 6,000 Effies case studies.

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The Crisis in Creative Effectiveness, PETER FIELD 

Have we really entered an era where award-winning creativity typically brings little or no effectiveness advantage? That’s the shocking conclusion at the heart of Peter’s ground-breaking 2019 study, The Crisis in Creative Effectiveness. Hear the undisputed “godfather of effectiveness” expand on this important finding and discover what’s driving this worrisome trend.

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Unlocking Profitable Growth Through Creative, ORLANDO WOOD

There is a link between changes in creative style and falling advertising effectiveness. Referencing the brain and how it attends to the world, in this fascinating presentation Orlando Wood – author of the new IPA book LEMON – reveals how an attentional shift in the 21st Century has led to flatter, more abstract work: an advertising style that is diametrically opposed to effectiveness. But he also offers guidance on the type of advertising that moves and entertains audiences, creative that will drive profitable growth.

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Marketing & Branding Expert, Columnist, Consultant and Professor

Mark Ritson is one of the most respected – and entertaining – marketing experts in the world. As a consultant he has worked with high profile brands including Adidas, PepsiCo, Johnson & Johnson and LVMH. He is a Professor of Marketing and has worked at some of the best known business schools; currently an Adjunct Professor of Marketing at Melbourne Business School, he also teaches his own “Mini MBA” course, preparing future branding experts for a diverse and ever-changing role. He writes a weekly column for Marketing Week and contributes articles to other academic journals such as Harvard Business Review and Australia’s Business Review Weekly.

“A combination of intuition, experience and innovation makes Mark Ritson’s marketing advice unmissable for any forward-thinking business.”

For more on Mark Ritson, check out his 2017 presentation at FFWD.

Marketing Consultant + Effectiveness Expert

Peter started his career in advertising as a strategic planner; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.

Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.

View more of Peter Field’s presentations: “The Downside of Short-Termism” (2017) and “Effectiveness in Context” (2018)


Chief Innovation Officer, System1 Group

Orlando Wood is Chief Innovation Officer of the System1 Group and member of the IPA’s Advisory Board. Co-author of System1, Unlocking Profitable Growth, his research on advertising draws on psychology and how the brain works. His work has influenced thinking and practice in the research, marketing and advertising, winning him awards from the AMA, ARF, MRS, ISBA, Jay Chiat and ESOMAR. Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018 and 2019, and is the author of a new IPA publication on changes in advertising styles, Lemon.

President & CEO, thinktv

Since her appointment in April 2015, MacLeod has led the transformation of thinktv from an information bureau to an industry advocate for the power of television advertising to drive brand and business results.

Prior to thinktv, MacLeod was SVP, Specialty Channels at Bell Media where she was responsible for brand and programming strategies across all of Bell Media’s non-sports specialty & pay television channels and digital assets.