Tania Banotti and Aisling Conlon at the Institute of Advertising Practitioners in Ireland are gearing up for the institute's ADFX 2014.

ADFX is one of the advertising industry’s most prestigious events and is held every two years. To win industry recognition, clients and agencies must collaborate to write a persuasive paper that proves their advertising strategy has delivered measurable results and a strong return on investment.

In the run-up to the awards, Les Binet, head of effectiveness at Adam & Eve DDB, London, and co-author of this year's must-read advertising book, The Long and the Short of it, will speak to Irish agencies and their clients next month, posing the question: "In a world increasingly driven by short-term effects, what are the implications for a brand's long-term success?" Binet will speak to institute members and their clients at Google's new Digital Innovation Centre on Tuesday, September 10th, one of the first events at the new centre.

“There is huge interest from Irish agencies, but the ambition is to ensure clients are in attendance too,” says Banotti.

To book a place at this free event, go to iapi.com