In 2022, Marketing Week launched a unique and unprecedented investigation into marketing effectiveness – how it was regarded, measured and communicated within businesses. The centrepiece of that project, named the ‘Language of Effectiveness’, was a landmark survey and report that uncovered how companies large and small defined marketing effectiveness and the metrics they prioritised.

This new study supported by Kantar – the second edition of the report – in part continues the work of the first, tracking how the landscape has changed in the past year. But more importantly, it explores new narratives around effectiveness, placing it explicitly within some of today’s biggest marketing conversations – the optimal media mix, the importance of creativity, marketers’ role in delivering sales and profit, and perhaps most notably, how brands balance short-term and long-term growth priorities under acute economic pressures.

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