IPA Marketing Effectiveness Culture Report 2021

Findings from the inaugural IPA Effectiveness Culture Monitor, supported by ISBA have now been published.

Core findings include:

  • State of industry’s marketing effectiveness culture is healthy overall

The surveyed agencies rate their overall average marketing effectiveness culture at 7.3 out of 10. Brands rate theirs fractionally lower at 6.9 out of 10. Although the spectrum across each set of respondents ranges from 2 to 10. 

  • Starting the effectiveness journey boosts an organisation’s effectiveness culture immediately

The marketing effectiveness culture score of organisations increases from 3.7 among those who have yet to start, to 7.0 out of 10 once they have begun.

  • Buy-in from senior leaders to an effectiveness approach is a key driver of the culture score improvement across brand owners and agencies

The Effectiveness Monitor Culture scores increase from 5.7 when there is no senior buy-in to 7.4 when those values are shared by the leadership.

You can view the full research deck, below.