Dynamic Effectiveness: Ipsos & Effie UK

The series combines evidence on society, trends, and advertising effectiveness from Ipsos research with Effie’s marketing effectiveness database to help marketers build better campaigns.

The author(s)
  • Samira Brophy Senior Director, Creative Excellence
  • Eleanor Thornton-Firkin Head of Creative Excellence, UK
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Bringing together the best of Ipsos and Effie knowledge, the Dynamic Effectiveness series is designed to help marketers build better advertising campaigns and navigate changing consumer needs.


Volume 1: A Woman's Worth

A Woman's Worth: How better portrayal is good for businessIn Great Britain 29% of people agree that the main role for women in society is to be good wives and mothers. While we can point to other influences, marketing has done its fair share to reinforce gender bias. Of the ads tested in the Ipsos database, 58% feature women in traditional roles.

But, there is a commercial upside in challenging gender stereotypes in advertising. Ads featuring women in non-traditional roles are significantly more likely to score higher on the Gender Equality Measure®, and subsequently are 24% more likely to drive short term sales and 28% more likely to drive brand equity.

Read: A Woman's Worth

Volume 2: The Empathy Gap and How to Bridge It

AThe Empathy Gap and How to Bridge Its we navigate the current polycrisis, 73% of us globally wish we could slow down the pace of our lives. So can marketers avoid the temptation to complicate things whilst maximising the effectiveness of their campaigns?

The most effective campaigns are those which harness high quality strategic planning to identify a simple, compelling idea and express them with creative that is entertaining, different, and feels empathic or familiar for the audience. In the search for simplicity and meaning, empathy creates the most meaningful point of connection with audiences – because there’s no deeper connection than an emotional one.

Read: The Empathy Gap and How to Bridge It

Volume 3: Why Nostalgia Is So 'Fetch' Right Now

Why nostalgia so fetch right nowSeen someone wearing skirt and trousers Y2K style recently? Cottage-core, Barbie mania, vinyl, 90’s yearbook challenges on TikTok & Instagram, Stranger Things, Mean Girls, messy mullets… We are recycling culture at a faster rate than our plastic bottles, but why?

Nostalgia affects everyone and presents an opportunity for marketers to connect with consumers by tapping into the feel-good factor in their past.

Read: Why Nostalgia Is So 'Fetch' Right Now

Volume 4: Evolving Aspirations: Navigating status

Evolving AspirationsBeing successful in the UK today requires not only acquiring enough wealth to live a secure and stable existence, but also the freedom to enjoy it. But, what does this shift in how we perceive success mean for marketers and how they communicate? Here we explore how brands whisper loud enough to reach their target consumer in a world of quiet luxury, how you consider both your current and future consumers, and how to balance the deep held values on what is aspirational with values specific to the social media world.

Read: Evolving Aspirations: Navigating Status


Have a question on creative, media or marketing effectiveness? We'd love to chat.

Samira Brophy
Senior Creative Excellence Director
[email protected]

 

Eleanor Thornton-Firkin
Head of Creative Excellence in the UK
[email protected] 

 


Table of contents

  1. Dynamic Effectiveness: Ipsos & Effie UK
  2. A Woman's Worth: How better portrayal is good for business
  3. The Empathy Gap and How to Bridge It
  4. Why Nostalgia Is So 'Fetch' Right Now
  5. Evolving Aspirations: Navigating status
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The author(s)
  • Samira Brophy Senior Director, Creative Excellence
  • Eleanor Thornton-Firkin Head of Creative Excellence, UK

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