As long term supporters of the IPA’s Effectiveness initiative we were delighted that ITV’s CEO Dame Carolyn McCall DBE was to open one of the most significant industry learning events of the year: IPA EffWorks Global 2020.

You can catch up below on ITV’s CEO Dame Carolyn McCall DBE in conversation with Jo Whitfield, CEO of Food at The Co-operative.

The two leaders came together to explore how customers and colleagues have adapted to COVID-19, social purpose in current times, and the role advertising will play in Britain’s recovery.


Catch up now!

video time: video title: Backing Business IPA

What was the agenda?

Viewers got to hear from agency effectiveness gurus Les Binet, Paul Feldwick, Sue Unerman and Harjot Singh; and client champions from Burger King, L’Oreal, Hotel Chocolat, and Danone. Here’s an overview of highlights from the week:


Tuesday 13 October

14.20 – 14.40: Getting the Board on Board (Dame Carolyn McCall DBE, CEO, ITV in conversation with Jo Whitfield, CEO Food, The Co-operative)

14.40 – 15.05: IPA Effectiveness Awards (Results Recap)


Wednesday 14 October

14.00 – 14.25: IPA Effectiveness Awards Grand Prix (agency presentation)

14.25 – 14.50: Findings from the second IPA and FT Readership Survey (a sequel to ‘Board Brand Rift’)

16.20 – 16.40: New IPA research on Customer Experience (‘Positive Brand Friction’)

Thursday 15 October

15.10 – 15.35: New IPA research into successful Online Video campaigns (a sequel to ‘Lemon’)


Friday 16 October

14.00 – 15.00: Taster session for new Advanced Certificate in Effectiveness (formerly EffTest)


These 10 hours of content can also count toward your CPD log, demonstrate your commitment to an effectiveness culture, and will brief you on the latest thinking coming out of the IPA Effectiveness programme. It’s important new material that all of us need to be aware of, and be in a position to talk about with our peers.


Congratulations to the IPA team of Janet, Kathryn, Fran, Kirsty, Kay, Ava for creating what is set to be a fantastic week.

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