MRS joins 12 associations to launch marketing effectiveness programme
19 May 2016

World-renowned clients, including HSBC, PepsiCo, Sky and the Government, have united with agencies and academia to launch Effectiveness Week, a unique initiative to drive marketing effectiveness to the core of business management.

The collaborative programme is taking place from 31 October – 4 November and will focus on championing evidence-based, decision-making to fuel the growth of brands. It has been instigated by the IPA and is now supported by 12 industry associations, including MRS, and their respective members.

Jane Frost, CEO of MRS will be speaking at 12.30 on Day Two of the Effectiveness Week Genesis conference - 2 November. See the agenda here. 

The week will consist of a two-day strategic conference (BAFTA, 1^st-2^nd November) centred around thebig questions and challenges impacting brand performance today, which have been outlined by the Client Board. Some of the topics covered will include judging the level of risk, reviewing marketing investment, and the regulation of data. This will be supported by a range of satellite events and immersive workshops run by the programme’s industry associations and sponsor partners.

Jane Frost, CEO of MRS says: “The research sector is at the core of what Effectiveness Week is all about. We have a dual role to not just provide the evidence and insight on which good businesses decisions are made, but to ensure that this evidence is sourced and used ethically, and in line with new data regulation from the EU.

“The skills and expertise of the insight professional have never been more essential to drive marketing effectiveness to the core of business management.”

Says Colin Haddley, Director of Strategy Insight Capability and Marketing Services Europe, Kraft Heinz and Member of the Client Advisory Board: “Understanding marketing effectiveness has never been more important, particularly with the proliferation of commercial and communication choices. This initiative can provide real value by facilitating a more informed discussion across the boardroom table.”

Tickets for Effectiveness Week will go on sale from 22 August. Further information and how to participate is available at: www.effectivenessweek.com