The EFF Word

Making effectiveness make sense

It's one thing to create effective advertising. Quite another to have the skills to make the case for advertising investment to non-marketers; the CFOs and C-suite decision-makers for whom the language of marketing can, at times, sound alien. The best marketers understand what matters most to their CFOs, and frame their budget conversations accordingly.

 

The EFF Word is a series of webinars, events and resources aimed at agency professionals and marketers, arming them with the tools to build better support the case for investment in advertising.

 

 

"I don't think the issue is that the finance community don't speak the language of marketing, it's that marketers don't speak the language of finance nearly well enough."

Martin Deboo, Marketing Week, September 2024

The series

Explore talks, frameworks and thinking designed to support better conversations about effectiveness, investment and impact.

The Extraordinary Cost of Dull

Adam Morgan

Adam Morgan presents IPA and DMA effectiveness data on the financial cost of below-average creative quality in advertising.

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Why the CFO Loves You Really

Martin Deboo

Martin Deboo examines how financial markets value consumer-facing businesses and why organic sales growth connects marketing to share price.

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The New Business Case for Advertising

Nic Pietersma

Nic Pietersma presents Profit Ability 2 findings on advertising’s measurable profit return, across 141 brands and £1.8bn in media spend.

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How to Speak the Language of the CFO and the Board

Ian Whittaker

Ian Whittaker examines why advertising is misunderstood at board level and how to reframe it as a capital investment, not a cost.

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Getting Closer to the C-Suite

Cathy Taylor

Cathy Taylor presents WARC research on the disconnect between CMOs and the C-suite, and the practical steps to close it.

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