How do you stimulate great creative AND measure it?
Join Ipsos at this year's Advertising Research Foundation Creative Effectiveness conference. Attendees will learn new techniques and first-time findings, especially in the realm of AI. Among the insights featured, we are excited to be presenting several topics:
- It’s Not Man Versus Machine: How Human Responses Make AI Better: When it comes to pre-campaign measurement, real human responses, augmented by AI predictive models, and assessed by creative experts, provide the best route to real world success. Explore how context and culture, which drive advertising relevance and empathy, can still only be reliably assessed by real people. Sharing a case example where AI was used to both create and measure assets, uncover how integrating human perception is critical to quality. [Presenter: Jillian Rice, Vice President, Ipsos Creative Excellence]
- Conducting Research with Generative AI: ARF David Ogilvy Awards Predictions: The ARF Creative Council explored the ability of AI to predict the Grand winner of this year’s David Ogilvy Awards based only on written applications from 2022-2015. As a member of the Council, Ipsos volunteered to develop the model. A panel of experts will discuss the development of the model, what it predicted, and how well it succeeded in addition to how generative AI can be used to conduct research and provide insights on successful creative. [Presenter: Pedr Howard, Head of Creative Excellence, Ipsos US]
Immediately after the conference is the ARF David Ogilvy Awards gala reception — the premier event honoring the best-in-class insight- and data driven advertising campaigns. The Awards pay tribute to the late David Ogilvy for his forward-thinking belief in the importance of research behind effective advertising. That’s why Ipsos is proud to once again be an official sponsor of the Awards.
Was your brand / advertising campaign a finalist? We are proud to say that Ipsos is a credited contributor to 10 of the cases and 13 of the Awards this year.
Campaign Finalists Entered by Ipsos
Campaign Finalists with Ipsos as Contributor
To revisit highlights from 2022 winners, please click here.
See you there!
Pedr Howard, Head of Creative Excellence
Jillian Rice, Vice President, Ipsos Creative Excellence