Conference: Oct 5-6
Workshops: Oct 7
Mastering the Art of Effectiveness
Danielle Tenconi (Marketing Effectiveness Learning Leader, Effie Worldwide)
Location: Room 105
Date: Wednesday, October 7
Time: 10:45 am - 2:00 pm
Pass Type:
All Access -
Get your pass now!
Session Type:
Workshop
Track:
Summit | Marketing Effectiveness, LIONS
Vault Recording: Not Recorded
Effie has training courses for marketers at every stage of their career. The objective of them all is simple: to give participants the confidence, courage, and judgement they need to create truly effective work.
We can’t promise to achieve all of that in a single workshop, but we will set you firmly on the path to becoming a more effective marketer.
Part 1: The Anatomy of Effectiveness
90 minutes | 10:45 to 12:15
We will guide you through the core principles of marketing effectiveness and share the practical ways you can apply them to your own challenges.
Using the Effie Framework as our foundational tool to anchor your strategic thinking, we will turn theory into practice by unpacking some of the world's best Effie award-winning cases. Together, we will dissect how these principles were applied at every critical milestone—from objective setting and insights to the final creative ideas and results.
Part 2: The Effectiveness Evaluator
90 minutes (including a working lunch) | 12:15 to 2:00
Evaluating effectiveness is a distinct skill, and this session focuses on building that muscle by placing you directly in the chair of an Effie Judge.
Two real Effie-winning cases, the actual scoresheet, and 75 minutes to decide what they are worth. You will score alone, debate your numbers at your table, and then hear exactly what the real jury said—including where they agreed (or disagreed!) with you.
It is the fastest strategic calibration we know. Once you have debated real-world work at this level of detail, you cannot look at your own work the same way again.