Marketing effectiveness can get lost in translation between marketing and finance teams. This masterclass strips away the jargon to reveal what actually moves the needle for a business – and makes sure we’re all on the same page.
You’ll hear from the IPA as they dissect real-world campaigns, separating the vanity projects from the value-creators, before you hear from a CFO about how marketing and finance teams can come together to build successful cross functional relationships.

What we’ll cover:
The effectiveness audit: A "no-filter" look at campaigns that soared versus those that stalled. Our experts analyse the specific levers built brand equity – or didn’t.
The finance translation: How to convert marketing metrics into business outcomes that CFOs actually care about. We move beyond "likes" to discuss incremental revenue and long-term asset value.
The "performance vs. brand" Trap: Why the industry’s favourite debate is often the biggest barrier to getting budget. We’ll discuss why framing it as a binary choice is unhelpful in a boardroom and how to pitch a unified growth strategy instead.

Key takeaways:
Frameworks for success: Learn the IPA-backed principles of long-term effectiveness.
Boardroom credibility: Strategies to align marketing spend with corporate financial goals.
Unified strategy: How to stop the "brand vs. performance" infighting and build a cohesive investment case.

The goal: To equip you with the evidence and the language needed to turn marketing from a "cost centre" into a recognised "growth engine."