In a marketing landscape often driven by instinct and trend-chasing, Magda Nenycz-Thiel champions a powerful shift toward evidence-based marketing. Her presentation highlights how data-backed decision-making enhances the predictability and impact of media investments, offering clarity to the crucial question: "How can we be better investors in effectiveness?" 

Drawing from global insights and research, Magda introduces a refreshing perspective on how media can fuel category growth, shaping a new lens through which to assess long-term ROI. She underscores that when businesses adopt evidence-based principles, they increase their odds of success, drive smarter investments, and ultimately, elevate execution across the board. Magda's session is not just a talk. It is a call to embed rigor at the heart of marketing communications, setting the stage for a more effective and collaborative media future.

As budgets shrink and expectations grow, marketing effectiveness is more crucial than ever. It’s not just about ROI, it’s about using data and evidence across the full marketing mix: from strategy and product, to pricing, creative, and media. 

Sorin is the author of the book “Marketing Effectiveness: Applying marketing science for brand growth”. This book offers a practical guide for marketing leaders, combining global experience with insights from neuroscience, analytics, and AI. It helps bring science into daily decisions while staying creative and customer-focused, repositioning marketing as a true growth driver. 

The book is a also call for marketing to reclaim its credibility in the boardroom and reframe itself as a strategic growth engine, not just a cost line.