Effectiveness Team / MG OMD

The MG OMD Effectiveness Team has placed effectiveness at the centre of the agency’s offering, delivering measurable impact for clients. At the end of 2023, the team faced challenges with an undersised and unbalanced structure. To address this, we implemented a comprehensive growth plan, recruiting specialists across Data, Analysis, Testing & Learning, Storytelling, and Visualisation. This approach ensured a diverse and collaborative team, capable of meeting a wide range of client needs.

We introduced a clear Effectiveness Vision: to foster a culture of collaboration and create a single source of testing and measurement truth. This was supported by a five-stage plan to embed effectiveness into the agency’s work, focusing on client challenges, aligning efforts to key business metrics, and making it easier to deliver actionable insights. The team’s impact has been significant. We doubled the allocation of effectiveness time across clients, contributed to three major pitch wins, and grew the team from three to nine FTE. Industry recognition included 13 major awards, helping us retain our position as the most awarded media agency in IPA Effectiveness history. With £1.25m in additional income and strong client testimonials, the team has demonstrated its value as a trusted partner.