MAD//North

Join Ipsos on the Factory Stage at this year's MAD//North

MISFITS Stories: The Power of Storytelling in Creative Effectiveness

Stop selling. Start storytelling.

Here's an uncomfortable truth: half of all advertising simply talks at people with zero narrative. The result? Disengaged audiences and wasted spend.

We didn't guess this, we proved it. Ipsos' Creative Excellence experts dissected 15,000 ads and uncovered a damning reality: at least half of ads are not tapping into humanity's oldest superpower; storytelling. Using a MISFITs Mindset to get to sometimes beautifully illogical narratives that defy rational thought but speak to our souls. The payoff? Nearly 3 times more effectiveness.

Humans have gathered around fires, marketplaces, and now digital spaces for millennia – not to be sold to, but to hear and be inspired by great stories.

In a world where competitors shout features, come get the evidence on how to achieve category busting effectiveness with stories that build fandoms and create spaces for audiences connect and co-create. Less logic, more magic.

Discover the full agenda