Welcome to The Effectiveness Partnership.

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Marketing Challenges

Marketing Challenges

LIONS, WARC and The Effectiveness Partnership need your help in completing the Marketing Effectiveness Challenges Survey.

My Truth

My Truth

Effective advertising is truthful advertising, but truth only works if audiences recognise it as their truth.

Eat my shorts

Eat my shorts

The extraordinary rise of short-form video and what it means for advertising – and human nature.

Welcome to a Future

Welcome to a Future

Tech giants are pouring huge sums into Artificial Intelligence technologies that are increasingly capable of both writing and evaluating advertising. Should we be worried or excited?

Planning your most effective year

Planning your most effective year

Awards deadline season is just around the corner, to help here are some key Effectiveness Awards dates to get your 2023 planning off to a healthy start

Crossing the Chasm

Crossing the Chasm

New The Effectiveness Partnership research from the EACA Knowledge Centre of Effie Awards Europe winners reveals four new definitions of creativity that have inspired commercially effective campaigns rewarded by the Effie Awards Europe.

Why this? Why now?

Why this? Why now?

A brief history of change, by way of limited-edition Crocs, sustainably-sourced pronoun badges and the Overton Window.

Blockchain

Blockchain

In the age of crypto and NFTs, what marketing can learn from the 90s dotcom boom

Time to come out of the cave

Time to come out of the cave

What can modern marketers learn from stone-age hunter gatherers – no less than the broader world of cause and effect and our place within it?

Celebrity

Celebrity

How the mimetic theory of desire works, and a look at the effectiveness – and limitations – of celebrity endorsement in advertising.