The shift from post-rationalisation to evidence-based decision making

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Successful brands are changing the way they think about marketing effectiveness. Fran Cassidy and Janet Hull reveal the findings of the IPA's Culture First project and reflect on the wider change management strategy for the industry.

Promoting a culture of marketing effectiveness lies at the heart of the IPA's new drive to take effectiveness upstream in agency and client organisations, and prepare the ground for more collaborative discussions between agencies, marketing and finance about levels of marketing investment, and short- and long-term expectations of performance.

In order to stimulate the debate and monitor market developments, we created the research project...

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