The new Ipsos publication, Misfits, aims to move beyond this impasse by proposing a paradox. That embracing the uncertainty of creativity when producing advertising is the most certain way to achieve strong business returns in the short and longer-term.
The publication outlines key findings from an Ipsos meta-analysis of thousands of ads, identifying the presence of creativity in advertising experiences and how they relate to end brand effects, framed in the Misfits of the world, to understand how thinking differently and not fitting in can lead to more effective outcomes. With these data fuelled observations and references to popular culture, Misfits reveals what creativity really means in advertising and the role it plays in delivering end business effects.
Essential Digital Skills UK 2022
Following three years of the Essential Digital Skills (EDS) research, Lloyds Banking Group commissioned Ipsos to research the Essential Digital Skills of the UK adult population using a revised EDS framework. Working with the Department for Education, an Advisory Panel was convened to collate thoughts across industry on how the demands for digital capability may have evolved during the last three years. This research is reported alongside the Consumer Digital Index, which measures the digital and financial lives of the UK population.