On Tuesday 20th October, senior leaders from agencies, brands and business will gather in the iconic Round Room at the Mansion House for Iapi's inaugural Future of Effectiveness Conference – a new flagship event dedicated to one of the industry's most important challenges: how marketing drives business growth.

This is not another marketing conference. It is a forum for the people shaping the future of our industry, bringing together internationally recognised leaders in marketing, effectiveness, creativity and business to explore how organisations can build brands, deliver commercial impact and demonstrate the true value of marketing.

Our inaugural speaker line-up includes:

Nicola Tillin SVP, LIONS Intelligence & Global Managing Director, WARC Presenting The Multiplier Playbook – WARC's latest global research examining how creativity, media and strategy combine to multiply business performance.

Alistair Macrow Former Global CMO, McDonald's | Former CEO, McDonald's UK & Ireland One of the few leaders to have successfully transitioned from global marketing leadership to CEO, Alistair will share why marketing should be viewed as one of the most powerful commercial growth drivers in any organisation.

Zaid Al-Qassab Former Global CEO, M&C Saatchi | Former CMO, Channel 4 | Former Marketing Director, Procter & Gamble Drawing on leadership roles across global brands, agencies and media, Zaid will explore how marketing leaders can create lasting commercial impact in an increasingly complex world.

David Wheldon OBE President, World Federation of Advertisers In conversation with Richard Curran, David will discuss the evolving relationship between brands and agencies, what great partnerships look like, and why effectiveness depends on collaboration.