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It’s time to put effectiveness first

Sorin Patilinet, PepsiCo Executive Global Marketing Effectiveness
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I believe marketing deserves more than ROI reviews. At the UBA Media Date, I’ll share why effectiveness must be a mindset. One that drives strategy, earns leadership trust, and powers brand growth. For too long, effectiveness has been confined to ROI slides, buried in creative teams, or outsourced to consultants. It’s been discussed in the background, never in the boardroom. That’s not good enough anymore. I believe effectiveness must take centre stage, not just in advertising, but across the full scope of marketing: product, pricing, strategy, media, creativity, and measurement.

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