Media Date

Measuring what matters in marketing

Wed, 03 Sep 2025 08:16:22 +0200

Marketing effectiveness is one of the biggest challenges for today’s brand builders. With UBA’s KPI framework, marketers gain a common standard to measure what truly matters: how communication drives both brand equity and business growth.

Marketing Effectiveness: from best practice to common practice?

Wed, 03 Sep 2025 08:08:34 +0200

“We now have all the necessary information to make the right marketing decisions. Those who implement it the fastest will come out on top.” In the closing session of the UBA Media Date, it became clear why marketing effectiveness seeps so slowly into companies. With Professor Magda Nencycz-Thiel (Ehrenberg-Bass Institute) and Sorin Patilinet, Global Marketing Effectiveness & Measurement Innovation (PepsiCo), the closing session of the UBA Media Date brought together two heavyweights in the field of marketing effectiveness.

How brands grow by holding on to what works

Wed, 03 Sep 2025 08:07:20 +0200

If you work in marketing today, chances are you’re being asked to do more with less. Less budget. Less time. Fewer people. And somehow: more channels. In a world obsessed with efficiency, long-term effectiveness is more important than ever. At the UBA Media Date, Andrew Tindall shared new research on Compound Creativity. Evidence showing how the most effective brands achieve long-term growth by doing something seemingly simple: sticking to what works.