The World Federation of Advertisers (WFA) has emphasised marketing effectiveness since 1953. Despite efforts by various national advertiser associations, a unified perspective was lacking. Partnering with 27 national associations, WFA conducted a survey, alongside two 'Forum Connect' conferences in Amsterdam and Singapore, to understand global client-side marketing effectiveness.

The survey showed a moderate 6.5/10 rating for client-side marketing effectiveness. The Process quadrant, especially, needed refining. While 'Activating marketing activities' was successful, most felt there wasn't a clear measurement framework. Those in insights/effectiveness roles expressed further misalignment.

A significant 71% acknowledged the importance of measuring long-term brand effects, but only 59% had the metrics. Confidence in current tools to analyse past campaigns was 55%, dropping to 34% for predictive tools. While 57% saw effective team collaboration, insights/effectiveness teams highlighted collaboration gaps.