Welcome to The Effectiveness Partnership.
News.
Toxic-bacterium
To create effective advertising, learn from past mistakes argues The Effectiveness Partnership, just look at the recent Dettol and past Gillette campaigns exploring toxic masculinity.
Kettles, chimps and the rise of the ad blockers
How advertising history teaches us how we can beat the adblockers by being something that people actually want to watch.
Expecting the unexpected
Turbulent times mean change how the advertising and marketing worlds should build greater resilience and flexibility to withstand it.
An effective guide to Cannes Lions Festival of Creativity
The Effectiveness Partnerships top picks of sessions at Cannes Lions Festival of Creativity in 2026 to ensure the most effective week.
How to write collaboratively
Whether it’s advertising award papers, agency pitch presentations or reports, one simple piece of advice will help you overcome the challenges of writing and seize the opportunities of working effectively with others.
Brands versus Content Creators
Marketers must get better at connecting with culture if they are to survive the content creator shake-up that is growing the number of brands.
The Grand Slam
Is increased restriction the price the advertising and marketing industry has to pay for governments and regulators passing the buck on the ethical decisions they’re too afraid to take responsibility for?
Who do we think we are?
Diversity in advertising – maybe’s its ok that we rarely see people exactly like us argues The Effectiveness Partnership.
The end of brand loyalty
Marketers talk a lot about the end of brand loyalty. But The Effectiveness Partnership argues that the emotions that once drove brand loyalty never went away. Instead, they’ve just been directed elsewhere.
Why Asia needs strong brands
Asia is rising but its audiences are more divided and less brand-loyal than ever before. The Effectiveness Partnership argues it’s now time for Asian brands to think long and short term and invest in the power of branding.