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From understanding to activation
The five segments identified highlight the need to consider different strategies for citizen engagement. How we approach each will vary.
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Nation Brands Index 2022: Germany finishes first again with Japan and Canada rounding out the top three nations
Germany finishes in first place again, while Japan overtakes Canada for second place — its best performance since 2018, when it also ranked second. Japan sees strong reputational rankings on the Exports, Tourism, and Culture indices. The United Kingdom’s ranking drops again in 2022, moving from fifth to sixth. Russia’s ranking falls to the bottom three nations.
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Mental health concern rises in the age of COVID-19
Younger people are struggling the most with stress and emotional wellness, but they don’t see those struggles as ‘taboo’ and are openly talking about their challenges more than older generations.
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ESG: The Corporate North Star
The Purpose of purpose: having a clear vision about the kind of company you are is increasingly important in the ‘war for talent’, among generations who want to make a difference in their daily lives.
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Crisis Management
With such high expectations of businesses, there is much more room for perceived missteps and loud criticisms from various stakeholders.
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Cultural Intelligence - How can brands and communication travel across cultures?
How can an advert perform well in one country, but prove significantly ineffective in another? Why would a global campaign from a US brand resonate in France, but miss the mark in the UK and Brazil? And what do brands need to understand for their marketing efforts to successfully traverse international borders?
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Ipsos Update - October 2022
Sustainability, inflation, healthcare… Ipsos Update explores the latest and greatest research & thinking on key topics from Ipsos around the world.
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Pandemic concerns recede, while rising prices drive value-driven purchases across SE Asia – Ipsos study
The Ipsos SEA Ahead survey ran across Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam in May and June 2022.
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MISFITS: How creativity in advertising sparks brand growth
Creativity is often celebrated as the fuel of effective advertising, but it has a problem. It is an enigma of artistic work, with a range of definitions, wrapped in uncertainty, which often collides with marketers’ needs for stable returns from their advertising investments