A dedicated approach to marketing effectiveness works, strengthening the marketing effectiveness culture of both brands and agencies and leading to stronger business value from marketing effectiveness. This is one of the core findings released recently from the 2022 IPA Marketing Effectiveness Roadmap report, supported by ISBA, and Marketing Week, which reports the levels of marketing effectiveness competency within the industry and sets out a clear model for future success. Now in its second year, the IPA Marketing Effectiveness Roadmap defines marketing effectiveness as: “The process of improving business performance from…
Read MoreIPA publishes Marketing Effectiveness Roadmap 2022
