The Festival of Marketing launches effectiveness event

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Mark Ritson, Helen Edwards and CMOs from Nationwide and KFC confirmed for a new March event called The Bottom Line that will deliver insight into what marketers should spend their time and money on.

The Festival of Marketing returns in March with a new digital event designed to help marketers boost the effectiveness of their investments.

The Bottom Line will run from 23 to 25 March and will feature content designed to help marketers better determine what they should spend their time and money on. All the more important given budgets are under additional scrutiny as brands assess the impact of the past 12 months.

Over three days, sessions in a mix of formats will cover the biggest challenges marketers face in planning, making decisions and measuring success. Flexible strategy, modelling, balancing brand and performance and meaningful measures of effectiveness will be among the subjects covered.

Sessions will be a mix of practical case studies that will unpick a brand’s success, ‘myth busting’ where marketing thought leaders will challenge received wisdom and short, practical ‘how to’ sessions that will offer insight into everyday challenges.

Confirmed speakers include Mark Ritson on determining brand health, Nationwide CMO Sara Bennison on planning, Helen Edwards on the limitations of and alternatives to NPS, and KFC UK and Ireland CMO Meg Farren on brand transformation. More speakers will be announced in the coming weeks.

Russell Parsons, editor in chief of Marketing Week and Festival of Marketing, says: “It’s an uncertain time. Marketers need insight into best practice around decision making and measurement, and clarity on what works and doesn’t. They aren’t going to be given more money, so investing it more smartly is key. The Bottom Line is going to offer much needed clarity on what you can do to make your money go further and drive more meaningful returns.”

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The Bottom Line is one of three events under the The Festival of Marketing in 2021. In June ‘Fast Forward’ will focus on equipping marketers with insight to tackle long-term challenges that will impact your brand, way of working and career, while October will deliver content on tackling the strategic and tactical challenges of the year ahead.

For more information and to buy a ticket go to



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