Effectiveness: Two Clients' Perspectives

Effectiveness as a key priority

Everybody is in favour of advertising effectiveness but not everyone agrees on what it really means?  Is it about data, insight, argument or all of the above?
What does it really require from clients & from agencies in terms of measurement, metrics & behaviour? What type of relationships do we need to create in order to maximize our chances of delivering effective communications?

Nicky Doran, Marketing Controller of Bord Gais Energy and Geoff Scully, CEO of Littlewoods Ireland will give their different perspectives on the effectiveness landscape, what ‘best practice’ looks like in theory & in practice, & how to cultivate an effectiveness culture between clients & agencies.