Watch: ‘YouTube Works: Planning for effectiveness in 2018’ from Effectiveness Week

October 2017

On 11th October, we hosted our EffWeek event, in partnership with the IPA, from Google, King's Cross, London. We brought you this year’s winners from the YouTube Works for Brands awards, an array of insider tips plus our latest research. We recorded the whole thing – click play and catch up on the session now.

Watch on-demand here:


As time spent with online video grows, so does the possibility of using digital media for effective long-term brand building. Is it just a case of adding reach to your TV campaigns, or do we need to create made-for-platform content? How should we be thinking about the new ways to link brand and activation? And who's doing well in this space?

At this event, we aimed to answer those questions by gathering a stellar line-up of leading industry experts and winners of the 2017 YouTube Works for Brands awards. Watch the session and get a glimpse of the agenda below.

Here’s the agenda:

Welcome and Introduction  

Charlotte Morton, Head of YouTube B2B Marketing, gave us a warm welcome and overview on what to look forward to.

YouTube Works for Brands. Really?

Craig Mawdsley, Joint Chief Strategy Officer of AMV BBDO and 2017 Chair of Judges for YouTube Works for Brands, gave us his insights from judging this year's campaigns.

Award-winning Brand Stories

We put a spotlight on three YouTube Works for Brands winners: Sainsbury’s, Mattessons and Sarsons. Each shared the inside story of their brilliantly effective YouTube campaigns and told us the secrets to their success.


Raquel Chicourel, Head of Planning from Saatchi & Saatchi (Mattessons)

Lisa Stoney, Senior Strategist from AMV BBDO (Sainsbury’s)

Lorna Kimberley, Head of Marketing from Mizkan Euro (Sarsons)

Nick Moon, Group Digital Account Director from Universal McCann (Sarsons)

Attention and Effectiveness

Rohan Gifford, Research Manager from Google, shared the results from our latest ethnographic research, and explored the link between attention and the effectiveness of video advertising.

What now?

Craig closed the afternoon with discussion and an open Q&A with Lisa, Lorna, Raquel and Rohan and debated what this means now and for the future of effectiveness in an online video world.

YouTube Works for Brands in partnership with APG: The winning campaigns 2017