Podcast - Ignite success: how to build a culture of effectiveness
Published on 28th November 2024Building a culture of effectiveness can bring plenty of reward to both businesses and the people within them. But how do you create a culture that delivers value and impact?
‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effectiveness?
For this episode, we’re joined by Nick Milne, Chief Effectiveness Officer at The Ignition Room, and Ringo Moss, Chief Strategy Officer at McCann Central, to discuss the what, why and how, of building a culture of true effectiveness.
What we cover in the episode
- What do we mean when we talk about ‘effectiveness’
- Creating value for clients, agencies and people
- Why measurement shouldn’t just be at the end of the process
- Why everyone in a business should undergo effectiveness training – even HR and finance
- How long does it take to build a culture of effectiveness?
- Do agencies or clients own effectiveness culture?
- Why you can’t just turn on ‘effectiveness’
- The biggest skill client-side effectiveness practitioners need to have
- Why McCann introduced an effectiveness ‘contract’
- Balancing short term performance with long term effectiveness
- Why the industry has to get back to value and outcomes
- What marketers need to know about effectiveness
