Advertising

Samira Brophy and Fernando Desouches, Director of New Macho, review Nike's new ad for The Drum and find two things to be missing: empathy and the brand.

In volume 4 of the Ipsos and Effie Dynamic Effectiveness series, we explore what it means to be successful in the UK today and how marketers can tap into the aspirations of Brits.

What mindset are flyers in at the airport? How much of a role does shopping or advertising play in the air travel experience? Ipsos has carried out an international research project on behalf of JCDecaux to investigate the profile of air passengers, their experience with the airport environment, and their perception of airport advertising.

The nationally representative research carried out online in November and December 2023 on behalf of Business Disability Forum shows that many disabled* people do not feel represented by images used in media, advertising and on TV

Beyond Likeability to What Actually Worked

Brands have focused on beating the skip, or scroll. But with marketers projected to allocate 70% of media budgets to digital by 2024, social ads increasingly need to do more to build brands in the longer-term. 

In volume 3 of the Ipsos and Effie Dynamic Effectiveness series, we explore why nostalgia is a powerful tool and the ways in which brands can use it effectively.

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.

This year's Ipsos Veracity Index reveals that the proportions of people who say they trust politicians and Government Ministers to tell the truth have reached their lowest scores since the survey began in 1983.