Created by Marketing Week in partnership with Kantar Reports

The Language of Effectiveness 2024

For a third consecutive year, Marketing Week’s Language of Effectiveness report, in partnership with Kantar, sets out to gauge the state of marketing effectiveness, how it is communicated, and whether marketers are succeeding in embedding it as a core aspect of business growth.

While brands’ growing focus on marketing effectiveness is undeniable, the research results vary widely between the encouraging and the concerning. Download the report now for a full analysis of the key findings, including:

  • Why a ‘culture of effectiveness’ remains elusive
  • How measuring creative effectiveness is growing in importance
  • Why most brands still haven’t adopted AI
  • The impact of budget cuts on brands’ most effective tactics
  • What ROI means to businesses, and how they are measuring it