Lightning download here..

...for those who weren't able to be at the excellent IPA (Institute of Practitioners in Advertising) Effectiveness Conference yesterday.

Venue - Shoreditch Town Hall. Cool. Our CGO Barney Worfolk Smith ??was informed (thanks Jo Arden) that the famous Whirligig raves of the early 90's happened there (see pic) and was excited.

Themes - growing emphasis on creative and by proxy, brand + it's long term effects. Lots of focus on the realities of justifying that in a wider business context. Positivity!

Host Karen Martin, CEO of BBH London reminded us that budgets are up and shares our view that there is a lot to be positive about - then straight into it...

?? - We like a laugh so Professor Sophie Scott's research into laughter was a lovely start. We dug the quote in the image above (Laughter is the shortest distance between two people) & lots to think on. From an effectiveness POV lessons for brands/creatives to consider how laughter, an effect of humour, is a playful call for friendship.

?? - What do we know about creators and effectiveness? A lot more after a chat with Becky Owen of Billion Dollar Boy, Imogen Coles of Ogilvy & James Mishreki of Skin + Me. As influencer spends increase, it's rightly coming under the effectiveness microscope. Getting comfortable with long term test & learn strategies is key (*ahem* but luckily here at DAIVID we've got a tool for sharpening that axe to reduce testing and maximise learning).

?? - Although we operate in the same area we applaud the System 1's creative consistency research. Essentially, evidence to support that sticking to a great creative grounding and riffing off it for years, bears sales fruit. By proxy, this indicates investment in brand is good and also incentivises longer agency/client relationships - all good in our book.

& - followed up with a panel incl Osagie Samuel of T&Pm - yeah, we love the 'ambassadors reception' too.

??? - We've released research on political ads for both the UK and US elections so we were bang into hearing exactly how 3k assets got made in 6 weeks for Labour in the UK General Election. Imogen Fox of The Guardian quizzed Lucky Generals Rachel Hamburger & Uncovered's Chris Cookson how an initial response of 'Shit!', developed into a brilliant campaign. As it's our bag we agree that the key was the emotions it made people feel (esp, the 'Horror' elicited by the image of Rishi in your bed making cosy eyes at you). Stuff of nightmares.

?? - We do loads of effectiveness experiments with our clients so all hail Jo Arden, simeon duckworth, Becky France, Jennifer Shaw-Sweet & Laithwaites Wine's James Morrison for dispelling myths and making the case for more.

?? - LOADS of breakouts with Chatham House rules in the dungeon so no comment or attributable comments on those but plenty covered.

?? - New research from ITV asking 'why don't we look at margins?'

?? - The ever brilliant Dr Grace Kite brought a surprisingly entertaining session about how to communicate to the CFO about long term investment in brand - and unveiled a shiny new free tool. Magic.

?? - Super interesting conversation between Hannah Thomas of Diageo & Kerttu Inkeroinen of Lucky Saint | B Corp? about the growth of the zero alcohol segment. Thought provoking examination of effectiveness for an established and challenger brand. We like the 'Break rules but honour traditions' when entering a an established sector.

?? - A discussion about the IPA Effectiveness Awards winner - McCain Foods with Roisin Mulroney & Catherine Willoughby of adam&eveDDB brought back memories of when your author worked on the socials following the 2017 'We Are Family' ad. It was lovely then and has continued to be an effective platform to make smart business decisions since.

Thx for the book tip Rupen Shah and conversation/company of the community there.

Cracking event Kirsty Walker & team.

Barney Worfolk-Smith, CGO