Why marketers are doubling down on ‘compound effectiveness’

Growth is harder to find. Margins are tighter. And marketing leaders are under increasing pressure to prove how investment translates into business performance.

In her latest op-ed for The Australian, Publicis Groupe ANZ Chief Media Officer Imogen Hewitt argues that, in this environment, effectiveness is no longer simply a virtue - it has become a foundation of the agency/client relationship.

The article also highlights why the Effie Awards remain such an important benchmark for the industry, recognising marketing that delivers proven commercial impact.

For marketers, the lesson is clear. Sustainable growth is rarely the result of a single campaign, channel or moment. It comes from teams remaining aligned around shared commercial outcomes and consistently applying integrated thinking over time.

Imogen Hewitt, Publicis Groupe ANZ Chief Media Officer

Imogen Hewitt, Publicis Groupe ANZ Chief Media Officer, said:  “Collaboration demands trust. It requires agencies and clients to optimise for business, not for individual channels, disciplines or revenue lines. And it requires patience and practice - the discipline to stay the course long enough for impact to compound."

Read the full article here.