Measurement and Evaluation Workshop - Thursday 2nd February 2012.
The second of the workshops to aid entrants for the Effectiveness Awards was centered around Measurement and Evaluation.
In this session, representatives from a number of the sponsors of the 2012 IPA Effectiveness Awards, including Thinkbox, Clear Channel, Facebook and Velti delivered short presentations on best practice in measuring the effectiveness of advertising communications within their channels. They covered key metrics and tools for measuring ROI, and offered their advice on demonstrating effectiveness in their mediums.
To download Marie Oldham's presentation please click here.
To download the Thinkbox presentation please click here.
To download the Velti presentation please click here.
To download the Facebook presentation please click here.
The first workshop took place on January 19th 2012.
This was conducted by Marie Oldham, Chief Strategy Officer at MPG. Marie talked in depth about the best ways of tackling your paper, including covering top tips and common pitfalls arising from her experiences of judging in the past.
To download her presentation please click here.
'How I wrote a winning paper' and further online tools workshop - Wednesday 23rd February
Gurdeep Puri, founder of The Effectiveness Partnership, and 2009 Judge, spoke on how the 2009 Grand Prix winning Morrisons ‘Let’s grow’ paper ticked all the boxes against the criteria the judges were looking for. To view his presentation click here.
You can view the brand film on this Morrisons paper via this link:
Nick Emmel, Executive Planning Director from Dare, outlined some really great online budget tools you can use to evaluate your campaigns. View his presentation here.
[Please note, Sarah Heyworth’s presentation on how she formulated her case and set about writing and re-writing the paper can be downloaded here.]
‘How to win an IPA Effectiveness Award’ workshop - Manchester, Thursday 3rd February
This was conducted by Lorna Hawtin, Disruption Director, TBWA\Manchester (Deputy Convenor of Judges 2011). She covered general tips on winning an Effectiveness Award, expanding on the criteria on which the papers are judged, and the best ways of getting started with writing the paper.
To view Lorna's presentation, please click here.
Research tools for low budgets workshop - Friday 4th February
The second workshop held at the IPA split into two parts; Charlie Snow recapped on his general tips and advice for winning an Effectiveness Award. Charlotte Morton from Google’s Creative Agency Partnerships team showcased in depth Google's Insights for Search tool which allows you to access patterns of search behaviour across categories, time frames and geographies to help you evaluate campaign success.
‘How to win an IPA Effectiveness Award’ workshop - Wednesday 19th January
The workshop was conducted by Charlie Snow, Director of Communications Strategy, DLKWLowe (Convenor of Judges 2011). Charlie covered general tips on ‘How to win an Effectiveness Award’, including ways of calculating and demonstrating your return on marketing communications expenditure, and guidelines on getting started on writing a winning paper.
To view Charlie's presentation, please click here.
To view Gurdeep Puri's (Founder of The Effectiveness Partnership and a 2009 judge) presentation from last year in Edinburgh on 'How to win an IPA Effectiveness Award' please click here.
You can also download David Golding's and Marie Oldham's, (Convenor and Deputy Convenor of Judges respectively)presentation on 'How to win an IPA Effectiveness Award' here.