The Institute of Practitioners in Advertising (IPA) has revealed that agencies using an effectiveness roadmap found greater success across all key business areas than their competitors.
Unveiled as part of the IPA’s ‘Building an Effectiveness Culture in Agencies’ report, the percentage of marketers who report that their agency has a clear effectiveness strategy has increased from 29% to 75%.
Notably, the body found that those agencies implementing these concrete roadmaps scored 19% higher for effectiveness culture than those without.
“These results reveal the comprehensive commercial benefits of embedding an effectiveness roadmap into businesses,” IPA director of effectiveness, Laurence Green said.
“Importantly, the report is also able to pinpoint the areas in which agencies can improve their offerings – namely in the quality of briefs and the briefing process, and presses the need for agencies to stop looking at effectiveness retrospectively and instead to see how they can use experimentation and test-and-learn programmes to unlock innovation going forward.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
Those agencies also saw a 32% uplift in focus culture with their roadmaps helping to create buy-in and alignment, which in turn fuelled a 39% boost in people culture, resulting from an improved leadership support structure.
Go Ignite founder and chief effectiveness officer, and report author, Nick Milne added: “It is brilliant to see how agencies are reaping the benefit of the work done over the last few years to build a culture of effectiveness, and that the impact is commercially positive for themselves and for their clients.
“We are seeing some significant challenges ahead where it is becoming easier for marketers to focus on what is under their control rather than what is under their influence which, if not addressed, could negatively impact ways of working.
He continued: “Agencies can take a position of leadership and really drive the effectiveness agenda with their clients and the findings in this report will help prioritise where to focus.”
