Skip to content
EFF Word

The EFF Word

"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

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.

Upcoming Webinars

Hear from industry experts tackling the biggest challenges in marketing effectiveness. Register now to secure your spot.

Why the CFO Loves You Really

—
Martin Deboo reveals the importance of plugging in to the financial/shareholder agenda.
Martin Deboo
Learn More

Past Webinars & Resources

Missed a session? Catch up on past webinars, watch replays, and download speaker presentations to revisit key insights.

Cost of Dull

The Extraordinary Cost of Dull

Adam explored why creativity is a key driver of marketing effectiveness and how failing to embrace bold ideas can be a costly mistake.
Adam Morgan
Learn More

The Effectiveness Files Podcast

Our friends at the IPA have a series of very useful podcasts focused on all things Effectiveness. Check them out below, or find them by searching IPA in your preferred podcast platform.