Gain Theory Enters into Partnership with EffWorks

Gain Theory has inked a multi-country partnership with EffWorks, an initiative that champions accountability and effectiveness in marketing.

Global marketing effectiveness consultancy, Gain Theory has struck a partnership with EffWorks, an initiative which champions marketing accountability. Led by the Institute of Practitioners of Advertising, it is committed to promoting a culture of marketing effectiveness, from C-Suite all the way through organisations.

To achieve culture change industry-wide, the platform is focused on promoting, managing, and monitoring marketing. Primary efforts include raising awareness around robust measurement to support investment in the short, medium, and long term as well as setting guidelines and best practice on how marketing works.

Another key role is helping raise the bar to develop the best models, tools, and techniques to plan, monitor, direct, and measure the impact of marketing activity. Championed by client-side advisors from brands like Diageo, Jaguar Land Rover, and O2, it is also supported by industry associations in the US, UK, and China.

Gain Theory will take part in advisory groups to lend an unbiased perspective on marketing measurement and lead a project by collaborating with the likes of Google, Facebook, L’Oreal, Thinkbox, and other brands to create a green paper provocation piece around marketing measurement strategies in the digitised era.

The green paper is expected to form the basis of ongoing research to help both the industry and clients determine best case studies and ways in which to solve common measurement challenges.

“We truly believe that by collaborating with clients, industry bodies, and media partners we can unlock the challenges and the pain points we hear around marketing effectiveness to enable faster, smarter decision-making that positively impacts the bottom line,” said Manjiry Tamhane (pictured), Global CEO of Gain Theory.