Marketing as a growth driver:
The marketing disciplines are crucial for building and strengthening the market positioning of the company. Through internal alignment of drivers, priorities, and growth strategies the efforts across a company can in many cases be driven by marketing.

Drives Growth:
Through aligning targets and priorities marketing ensures all activities contribute to business objectives, maximizing ROI through strengthened brand and reputation.

Enhances Efficiency:
Synchronized strategies optimize resource allocation and impact.

Improves Collaboration:
Shared vision fosters better communication and teamwork across departments.

In this session, Charlotte will share the latest research from Marketing Week’s long-running Language of Effectiveness survey, exploring the barriers to investment, the mismatch in metrics between marketers and senior leadership and why the ‘vocabulary of brand’ could be making measurement harder.

Charlotte is deputy managing editor and head of insight at Marketing Week. Responsible for long-form content, she leads on the publication’s proprietary research projects, as well as wider features and is co-host of The Marketing Week Podcast. Aside from an interest in marketing strategy, career development and the latest industry trends, Charlotte is focused on topics around socio-economic diversity, mental health and the experience of working parents. She joined Marketing Week in 2016.

For the last 6 years, through Go Ignite, Nick has been working directly with brands and agencies to design and embed effectiveness approaches, tools and solutions into ways of working. Nick’s approach to effectiveness culture has seen several articles be published via WARC, the IPA, Marketing Week and the WFA.

Before founding Go Ignite, Nick gained his effectiveness experience at Samsung, where he had responsibility for customer and marketing analytics across Europe, and at O2, where he set up the Marketing Effectiveness function. Nick has also been a member of the IPA Effectiveness Leadership Group since 2016.

The fragmented media landscape challenges advertisers’ ability to allocate their ad budgets most effectively. AudienceProject’s platform enables advertisers to measure their campaigns across the open web, social media, online video, and CTV, and is increasingly being used by media and effectiveness leaders to address this challenge.

Join the keynote and learn how Gjensidige uses AudienceProject’s cross-media measurement solution to optimise its media investments across digital channels, and how this has helped maximise reach and impact in a narrow target audience, illustrated through real-life examples from recent campaigns.

The power of experiments:
Whether budgets are small or big, experimentation helps organizations uncover what truly drives impact and foster innovation. And even more importantly, it sets the organization up for long-term survival. By systematically testing ideas, channels, and messages, marketing becomes a strategic engine for measurable business outcomes.

Accelerates Innovation:
A culture of continuous testing encourages bold thinking and rapid iteration.

Strengthens Decision-Making:
When choices are guided by data, organizations can confidently prioritize resources and scale the initiatives that deliver the strongest results.

Secures long-term survival:
Media channel, creative opportunities and consumer behaviour change over time. If you don’t know where your next winning platform is, your long-term survival can be at stake

Early-stage creative research gives you the opportunity to explore your boldest ideas, at the stage it matters most – early!
By validating directions early, brands unlock +48% more value from their media budgets, on average!
Instead of defaulting to safe, mediocre ideas, early-stage explorative research, becomes not only a safety net, but a creative safe-space that enables braver experimentation with and without AI.

Join Sarah Mickool and learn why “early-stage research essentially is like wearing a bike helmet. Sure, it keeps you safe, but really what it does, is allow you to be brave“

How can marketing become a true engine for business growth?
This session reveals what drives impact, why budget levels matter, and how to avoid the pitfalls of short-term ROI. Learn how to identify growth levers, set investment horizons, and prioritize initiatives. We’ll explore how marketing activities connect, how to balance them, and how to secure buy-in for both immediate gains and long-term growth.

Key Topics:

• Identifying growth levers and creating initiatives
• Setting the right investment horizons
• Prioritizing marketing investments
• Linking and balancing activities across the funnel
• Scenario planning and outcome-based decision-making
• Using Customer Lifetime Value (CLV) as a growth metric
• Managing the portfolio across brands and markets

In this session, Rollo will highlight the importance of exploring the fringes before finding the sweet spot, arguing that in our pursuit of speed and efficiency we should not dull our appetite for serendipity and discovery by taking the shortcut to average, but rather venture beyond the mainstream and expect the unexpected.

Unleashing Impact: How to Maximise Media Effectiveness:
Effective media investment is essential for strengthening a company’s market presence and accelerating growth. By combining data-driven planning with clear strategic priorities, media becomes a proactive catalyst that ensures every touchpoint contributes meaningfully to business objectives.

Delivers measurable impact:
Through optimized channel mix, precise targeting, and continuous performance evaluation, media ensures that marketing investments deliver measurable impact and support both short-term results and long-term brand growth.

Drives smarter allocation:
A disciplined and insight-led media approach maximizes the return on  investments. By aligning objectives, audiences, and measurement frameworks, companies can allocate resources where they generate the highest value.