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Internal consultants and experts on campaign effectiveness measurement. Oversee the strategy awards case studies. Expert witnesses for budget setting, campaign planning, and payment by results. The best people in this role, like Les Binet at DDB and Tom Roach at Jellyfish, are some of the smartest and most valuable people in the business.
Mentor
Could see that being a more measurement focused role that works across all accounts. But that’s a bit of a guess though
They essentially work as internal consultants. Helping all accounts become more effective, and also most importantly improving effectiveness.
Hard to justify their billables but other agencies would benefit hugely from having someone dedicated to work through overall effectiveness
The “effectiveness” of the work is just the degree to which it achieves its objectives, particularly business or commercial objectives.
The Head of Effectiveness role is largely working within the agency to help different teams better measure and learn about the above.
Also want to know. This sounds like a paid media/demand title.
It’s a role I see in creative agencies though
Many creative agencies struggle to define or quantify effectiveness beyond creative excellence
Just to add to CSOs points - a lot of it is tied to deep analysis and connections between creativity, budget, channel and ultimately effectiveness. Model development (MMM) and being able to track every dollar/pound/euro spent (attribution).
A good summary of requirements are the below:
https://www.dentsu.com/uk/en/marketing-effectiveness
A couple of extra people to follow are:
Dr Grace Kite - Magic Numbers
Andrew Geoghegan
Dr Grace Kite shares tonnes of resources, approaches and tools - such as the below:
https://www.linkedin.com/posts/grace-kite_new-and-fresh-from-the-ipa-effectiveness-activity-7250064768026259456-bBCr
Andrew - who setup the IPA effectiveness programme - shared a great OSS overview of Catalyst for Diageo
https://www.onstrategyshowcase.com/episode/diageos-global-consumer-planning-director-andrew-geoghegan-on-building-a-portfolio-wide-culture-of-effectiveness
Almost all of their time is taken up entering awards. They measure effectiveness but very rarely contribute to it. I’m sure there are exceptions.