the evolution of effectiveness

In our “The Evolution of Effectiveness” webinar we heard from two engaging speakers who shared recent research on advertising effectiveness.

Dr. Grace Kite, Economist and Founder of Magic Numbers, shared the results of the ARC Project, an analysis of more than 300 (non-award winning) campaigns totalling £5 billion in advertising spend to determine advertising effectiveness today (and how it compares to 5 years ago). And while Kite’s research was conducted in the UK, the marketing insights from the ARC Project are universal.

Shauna Houlton, Director, Consumer Insights at Corus Entertainment, presented four Canadian case studies of different DTC brands that used TV advertising to drive growth. With concrete results across a range of different businesses, Shauna provides compelling evidence of TV’s effectiveness.


supported by



Founder & Economist, Magic Numbers

With more than 20 years’ experience, Dr. Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.

Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.

After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.

Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.



Director of Consumer Insights, Corus

Shauna has spent the past 20 years turning insights into targeted strategies to address business challenges across a variety of sectors including; not-for-profit, public, media & technology, consumer packaged goods, and financial services. As Consumer Insights Director, Shauna spends her day immersed in better understanding consumer purchase patterns, the impact of context on advertising and how Marketers can best leverage media to drive their business.