Impact That Matters
For us, being effective isn’t just about delivering ROI for our clients, it’s about making a positive impact on the world. To reduce our nation’s environmental impact by encouraging people in Wales to ditch the car and choose public transport, increasing travel on interurban routes by 58%. To keep Wales safe from a global pandemic, encouraging 2,686,198 people to get vaccinated against COVID-19. To save lives by reducing trespassing on the railway lines by 50%.
This impact is the result of our unwavering focus: measuring what matters. But this year, we had to go further. To be able to retain our accreditation, we had to demonstrate how we’d elevated our game since first winning the accreditation in 2023.
Spreading the Effectiveness Gospel
We did this by shifting from simply practising effectiveness to actively advocating for it. Our focus has expanded beyond delivering effective work for our own clients – we’ve now made it our mission to push the effectiveness agenda outwardly across the industry.
As the only accredited agency in Wales, we knew effectiveness in communications was far too important to keep to ourselves. That’s why we decided to take our expertise beyond our agency walls. We’ve delivered regular webinars to train clients and prospects in the principles that make campaigns truly work. We’ve lectured at universities both in the UK and internationally, equipping the next generation with effectiveness knowledge from day one. And we’ve participated in industry events to welcome diverse voices into our profession – because delivering effective campaigns requires diversity of thought to influence the behaviour of our diverse society.
Innovation Meets Fundamentals
Throughout this advocacy work, we’ve also continued to strengthen our own capabilities. We’ve fully embraced AI as a tool to drive efficiencies and improve effectiveness across our entire agency. Our dedicated AI Working Group explores capabilities across research, insights, creative, media, implementation and evaluation – helping us work smarter and deliver better results.
But innovation hasn’t come at the expense of fundamentals. We still invest heavily in research partners, robust measurement frameworks, and proven methodologies that deliver results. This balance between embracing new tools and maintaining rigorous processes is what keeps our work effective.
As Alessandra Bellini, Chair of Judges, noted: “Agencies that are IPA Effectiveness Accredited really stand out from the rest, because they have demonstrated that they are rigorously embedding effectiveness throughout their entire process.”
What’s Next
While we’re incredibly proud of this recognition, we know our work is far from finished. We’re already exploring new ways to continue building our effectiveness culture and pushing the effectiveness agenda further. Because effectiveness shouldn’t be a nice-to-have – it should be an essential expectation for all marketing communication work.
That’s the standard we’re committed to upholding, and the standard we’re working to establish across our industry.
Want to learn more about how we can help make your campaigns more effective?
Get in touch with our team.
