Boom or Bust? A surprising way to look at backlash

Could brands harness 'polarisation' to lead a category? Could brands be provocative on purpose and set off 'controlled' PR explosions? Join Ipsos & Creative Equals on the 6 November for a replay of the hit Cannes 2025 workshop tackling this issue.

This 90-minute workshop will examine the normalisation of outrage and the possibility of responsibly integrating it into your campaigns as an effective way to engage your audiences. We explore the 'archetypes' behind backlash and work out which ones matter to your brand, why they are 'enraged' or 'engaged'. Walk away braver, bolder and ready to 'dare greatly' with a compelling new way to set your campaigns alight.

The three questions we'll answer:

• How can brands navigate a polarised world?
• What are the ways to plan for audience 'feedback'?
• How can 'outrage' work as an engagement tactic?

Register here to save your place