The Effectiveness Agenda

Iapi invites you to join us for The Effectiveness Agenda - the launch event for our new Effectiveness Foundations Year, bringing together leading voices and proven case studies on how marketing drives real business results.

Siobhán Masterson, CEO, will provide an overview of Iapi’s new biennial Effie model, outlining the Effectiveness Foundation Year and how the industry will engage with effectiveness through a dedicated learning and thought leadership year-long programme culminating with The Culture of Effectiveness conference on 20th October 2026. We will then see the return of the Effie Awards Ireland in 2027.

· The event will feature a keynote from Andrew Tindall, SVP Global Partnerships with System1, who will present fresh insights from his forthcoming book, ‘The Creative Dividend’ from Effie and System 1. This new publication brings together large-scale creative measurement and effectiveness case evidence to demonstrate how creativity and media work best together. The research introduces two tools to help marketers defend investment, improve work, and make advertising a dependable driver of growth.

· We will host an Effie Winners Showcase, featuring selected 2025 Effie Awards Ireland winners, who will share the strategic thinking and commercial impact behind their work offering real-world learning for marketers and agencies alike.

· The morning will conclude with a sharp panel discussion, featuring senior industry leaders alongside Andrew Tindall, exploring how organisations can build stronger, more effective marketing through better measurement and creativity.

· More speakers to be announced.

This event is designed for senior marketers, agency leaders, brand owners and business decision-makers who want to understand what works, why it works and how to apply effectiveness principles to drive growth.

The Effectiveness Agenda is brought to you by our headline partner RTÉ and supported by Allianz, Ipsos B&A and An Post.

Tickets are priced at €30 for Iapi members and €75 for non-Iapi members.

Andrew Tindall, SVP Global Partnerships, System1

Andrew champions modern marketing effectiveness in a practical way, reconnecting media and creative. Responsible for System1’s thought leadership and global agency partnerships, he's authored key publications exploring emotion and creativity’s role in effectiveness across the media mix. Set on making effectiveness for all, Andrew has a weekly column in The Drum and booming LinkedIn presence.

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