The Advertising Council Australia (ACA) and the Australian Association of National Advertisers (AANA) are gearing up to host an event titled 'Inside Effectiveness' to shed light on the efficacy of advertising campaigns.

The event, set to take place in Melbourne on May 28 and Sydney on June 6, aims to help brands and agencies enhance their effectiveness. The event will feature a lineup of Effie Award-winning Chief Marketing Officers (CMOs) including Jenni Dill, Arnott’s Group CMO, and Jenny Melhuish, Aldi Marketing Director. The sessions, spanning two hours, are designed to equip brands and agencies with the necessary tools to improve the efficiency of their advertising campaigns.

The 'Inside Effectiveness' event will also spotlight the 2023 Grand Effie-winners Arnott’s and Saatchi & Saatchi, as well as Aldi and BMF Australia, winners of 20 Effies since 2016. Joining Dill and Melhuish on stage will be top brand strategists including Anna Bollinger and Hannah McHard, BMF’s Executive Planning Director and Head of Effectiveness, and Toby Aldred, MD, Saatchi & Saatchi Australia & Chief Client Officer, The Neighbourhood.

The event will be hosted by Effie judge Fran Clayton, Chief Strategy Officer, who will moderate a panel on boosting marketing ROI following the Arnott’s and Aldi sessions.

ACA CEO Tony Hale emphasised the importance of demonstrating ROI in the current climate.

"There has never been a more important time to demonstrate ROI, but it’s astounding that many marketers and agencies don’t have the right metrics in place to do so. Inside Effectiveness will bring together some of Australia’s most awarded Effie entrants to examine how a culture of effectiveness can be embedded into relationships, ensuring that marketing and advertising actually work and impacts to the business can be measured," he said.

Echoing Hale's sentiments, AANA CEO Joshua Faulks highlighted the value of the event for marketers aiming to deliver creative, effective, and award-winning campaigns.

"You will walk away with practical tools and advice to develop campaigns that drive measurable commercial results, as well as insights into how to create your own marketing effectiveness culture," he said.

The 'Inside Effectiveness' event will see Arnott's and Saatchi & Saatchi taking a behind-the-scenes look at 'How Little Moments make big bikkies for Arnott's' campaign work, while Aldi and BMF Australia, which have won 20 Effies since 2016, will share insights from fostering the 'Good Different' culture within the supermarket chain.