There is rarely a week that goes by where I don't see an article or report or study on effectiveness. And for obvious reasons. Advertising is "commercial art" and so obviously should be expected to deliver. And while there is much more data to show that this commercial art is doing something, understanding what it is doing and the resulting implications is something that the entire agency needs to embrace, not just the strategy dept. So this week we're chatting with Ian Westworth, SVP Head of Planning and Effectiveness at Grey who will share his top tips on how he has managed to build a more results oriented culture through partnership with his Creative, Account and Client colleagues.