What we do
Our Effectiveness Transformation Programme®
Translates evidence-based principles of marketing effectiveness into practical action.
Turns marketing into a proven engine for both short- and long-term growth.
Embeds effectiveness into everyday team thinking & behaviours
Equips leaders with compelling, board-level cases for brand and marketing investment
See how we do itQuestions we answer
How can my brand positioning & architecture enable more effective marketing?
Ordnance Survey came to us with a big challenge: how to evolve from being seen as a heritage mapmaker to a modern, tech-driven brand powering innovation across sectors.
What metrics truly reflect marketing’s contribution to business growth?
We developed a single, company-wide measurement framework, spanning advertising, events, CRM and recruitment. At its core was a 10-box matrix—easy to use, adaptable to different objectives, and grounded in effectiveness principles.
How can I achieve more effective activation and advertising that drives results?
We worked closely with Carlsberg to leverage their existing brand health tracker and designed a simple, intuitive tool that makes target-setting straightforward. The tool not only allows marketers to define clear KPIs, but also provides actionable guidance on which marketing levers—such as communication, activation, and channel mix—will have the greatest impact on effectiveness.
How can we link marketing activity directly to commercial outcomes (e.g. sales, margin, market share)?
We partnered with them at this critical point through our Effectiveness Transformation Programme™. Our main task was to create a new, streamlined set of KPIs that the entire business could align behind, supported by a structured campaign measurement framework to track performance across channels.
How do we optimise media mix and budget allocation across channels and markets?
We introduced a unified measurement framework, built more collaborative ways of working, and developed a single “Smarter” brand strategy to connect all markets.
How do we build the case for increased brand investment?
We worked with Sage to make the case for brand investment at board level and to design a plan for embedding effectiveness across the organisation.
Who we work with
What they say
Collaborating with the Effective Collective to develop our innovative measurement framework has been a remarkable journey. Our goal was to simplify how we plan and assess Accenture's diverse marketing efforts, from advertising to content, events, and CRM. The process was inspiring at every step, leading to an outstanding framework that truly sets a new standard in B2B marketing measurement.
The Effective Collective are one of our most valued marketing partners. In the three years we have worked together, their smart thinking and relentless energy has helped us design and execute a brand strategy across our UK and European markets that has delivered market-leading growth. As we enter the next phase of our journey, we continue to highly value their experience and guidance.
Carlsberg work closely with the Effective Collective to embed more effective marketing practices across the global organisation. Most recently they have helped us deliver a marketing KPI setting methodology that has raised the bar in our approach to internal brand planning. They are a proactive and inspiring team to work with, the energy they bring to projects results in a great experience for everyone involved.
We have worked for two years with the Effective Collective and it is always highly impactful and a great learning experience. They have extensive expertise, are very hands-on and help us turn theory and best practice into practical and manageable steps. They are also really nice guys who are always a pleasure to engage with.
It's a partnership that provides us with a lot of added value - highly recommend!
The Effective Collective have played an important role in helping us land the key principles of marketing effectiveness. Critically they have also turned theory into practice, helping us develop a new brand positioning for relaunch and putting in place new measurement tools that have improved the effectiveness and efficiency of our media spend.
Effective Collective has been instrumental in reshaping how we work — from embedding a unified strategy and clearer measurement, to strengthening our brand and comms teams. These operational changes have given us the structure and focus we need to grow sustainably and deliver greater impact for children.
Who we are
Dan has driven the effectiveness agenda for multiple brands, both client and agency side, winning numerous marketing and advertising awards.
We're about turning effectiveness into everyday reality.
Martin is a marketing data and technology expert with over 20 years experience as a board level leader at media agencies and consultancies.
We're focused on the fundamentals of marketing - not the fads.
An awarded media & communications planning expert, Nick has led the strategy for some of the worlds best brands and is a regular commentator on the state of marketing today.
There’s loads of imagination and creativity in what we do - but it’s always grounded in rigour.