Balancing art and science: Marketing effectiveness comes of age

It seems appropriate on the day that the IPA launches both Effectiveness Week and the 2016 IPA Effectiveness Award shortlist, to reflect on the topic more generally and to think about some of the key challenges we face today as marketers.
Effectiveness has come of age. This year’s Effectiveness Awards, arguably the kitemark of marketing effectiveness, has had more entrants than ever before. And Effectiveness Week is set to be a veritable feast of effectiveness covering a rich and highly di