PARTNER EVENT RECORDING: IPA Effectiveness Conference 2024 - Experimentation! Experimentation! Experimentation!

In an era of profound technology-driven innovation, the imperative to continuously ‘test and learn’ is more essential than ever. This is a key take out from the IPA’s work on measurement frameworks led by the Effectiveness Leadership Group, which was revealed at this year's IPA Effectiveness Conference on Wednesday 9th October.

Please watch the webinar recording to dive deeper into the experimentation challenge, at our partner event held virtually on Monday 21st October at 12.00.

To discuss this in more detail, we held a webinar featuring the IPA’s lead author of the report, Simeon Duckworth who presented the headlines on experimentation along with Ian Gibbs who also covered recent work on effectiveness from the DMA through their Value of Measurement and Value of Creativity reports. They were joined by James Morrison, Head of Brand, Marketing and Partnerships, Laithwaite's Wine, who talked about their recent success at the IPA Effectiveness Awards. 

The discussion included examples of real world practicalities of consistent experimentation, offering hints and tips to making this happen within pressured campaign cycles.

To watch the recording, please click on the image above.