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Creative Corner -  Making belonging joyful

With buzzwords such as 'green washing', 'rainbow washing' and even 'diversity washing' circulating the internet, it is clear that consumers can distinguish passive from active and authentic brand sponsorships of ESG (Environment, Social, Governance).
How can brands strive for meaningful inclusivity... and break the mould? By being a creative Misfit, of course. We explore this through Virgin Atlantic’s "See the World Differently" campaign which hits the mark. 
Ipsos is proud to share a three-part series presented by Ipsos’ Adam Sheridan and Samira Brophy, in partnership with Virgin Atlantic's Annabelle Cordelli and Lucky Generals' Alice McGinn. In this Creative Corner, we uncover Ipsos' framework for ESG effectiveness and lessons learned from a brand that has made belonging joyful... and impactful. 
Take a look at the key findings in these videos and for more learnings, delve into our thought piece.

Creative Corner - Belvedere

Finally… a Misfit Christmas ad. In the final countdown to Christmas 2022, Ipsos’ Shaun Dix and Adam Sheridan rejoice in a Christmas ad that is so unique and entertaining, it delivers the strongest Creative Effect performance Ipsos have observed in the US in a very long time! While not referencing Christmas, Belvedere’s “Staring Daniel Craig” ad certainly has a place in the Christmas fanfare. Bucking the trend to pull on peoples’ Christmas heartstrings, Ipsos reveal why the campaign is a true Misfit advert and explore the creative drivers behind this stellar creative and other effective ads in the drinks category. Tune in to find out more.

Creative Corner - Christmas edition 2022

In this Christmas 2022 special edition of Creative Corner, Arnaud Debia, Creative Excellence’s Global Creative Development Director, is joined by Creative Excellence experts from around the world to discuss all things creative for this Christmas.

Unwrapping the key drivers of some of the most effective Christmas ads from this year, the team also explore whether people want to see festive advertising this year, given the economic climate and current context.

Learn more in this video:

Creative Corner - Cannes Lions 2022

In this Cannes Lions 2022 special edition of Creative Corner, Shaun Dix, Creative Excellence’s Global Service Line Leader, is joined by Creative Excellence experts to discuss the core take-aways from the latest International Festival of Creativity. Fresh from presenting at Cannes Lions, Ipsos’ Lindsay Franke shares her learnings on the role and importance of diversity and inclusion in advertising. The team also explore some of the winning cases from the 2022 Awards and discuss the underlying key themes.

Find out more in this video:

Creative Corner - MISFITS

Diving into some key learnings from Ipsos’ latest publication, MISFITS, Shaun Dix and Arnaud Debia are joined by the MISFITS’s author Adam Sheridan. Discussing what creativity really means in advertising, and looking at a range of examples, the team explores how embracing the uncertainty of creativity when producing advertising is the most certain way to spark brand growth.

Find out more in this video:

Creative Corner - Distinctive brand assets

Join the hot topic on the missed opportunity of distinctive brand assets to drive effective advertising, with specific focus on sonic cues. This Creative Corner video builds on the insights from the thought pieces of Ipsos’ The Power of You and MassiveMusic’s Sound Advice, along with Colgate’s first-hand experience of creating a distinctive sonic brand asset. Ipsos’ Shaun Dix and Adam Sheridan are joined by guest speakers, Maria Elisa Carvajal from Colgate-Palmolive and Roscoe Williamson of MassiveMusic to discuss the power of sound and sonic cues and their role in driving brand growth.

Creative Corner - Christmas edition 2021

In this special edition of the Creative Corner to celebrate Christmas 2021, Arnaud Debia, Creative Excellence’s Global Creative Development Director is joined by multinational Creative Excellence experts to discuss the best of Christmas advertising from around the world. Using a range of Christmas adverts tested with Creative|Spark, the team reveals the 2021 Christmas creative kings and queens, and shares the key drivers of effective Christmas advertising. Find out more in this video:

In this Creative Corner video, Shaun Dix, Creative Excellence Global Leader at Ipsos, is joined by fellow Creative Excellence experts, Adam Sheridan and Arnaud Debia.Looking at three ads recently evaluated with Ipsos Creative|Spark, including Nike “New Fairies”, Oscar Mayer “Laser Eyes” and McDonalds “Steal my fries”, the team debates the ads and discusses the power of real understanding to develop effective creative.

In this Creative Corner video Eleanor Thornton-Firkin, the UK’s Creative Excellence Service Line leader, is joined by special guests from Effie UK, NHS England and MullenLowe Group to explore Effie UK award winning work and how non-conformity drives effectiveness. Discussing some key learnings from the 2020 Effie UK report on bringing an idea to life, choosing the most effective channels for a campaign, as well as NHS England’s winning case study, the speakers share advice on the power of non-conformity.

In this latest video, Shaun Dix, Creative Excellence Global Leader at Ipsos, is joined by fellow Creative Excellence experts, Adam Sheridan and Arnaud Debia to discuss the challenging role of advertising in the financial services sector. Looking at a range of examples, the team explores how even divergent ads in the category still require resonating insights to connect with people and make a real difference for the brand. Find out more in this video:

Check out the latest Creative Corner video, hosted by Shaun Dix, Creative Excellence Global Leader at Ipsos, who is joined by Creative Excellence experts and special guests/clients from Babbel. Meghan Taylor, Babbel’s Director of Insights & Brand and Serena Li, Babbel’s Head of Insights, discuss how they fuelled their latest campaign, “Understanding Changes Everything” using the insights from Ipsos’ Instant|Labs. As the global leading language learning app, providing expertly designed language courses to millions of active subscribers, Babbel wanted to create a brand led global campaign to connect with their audience using storytelling and emotive components to resonate and trigger a response. Find out how Babbel and their creative agency worked with Creative Excellence to accelerate their “big idea” and how to optimise and execute it across four diverse geographic and cultural markets. Find out more in this video:

In the latest Creative Corner video Shaun Dix, Creative Excellence Global Leader at Ipsos, is joined by Gillian Drewett, Global Head of Offer and Innovation for Brand Health Tracking and Adam Sheridan, Creative Excellence Global Head of Products and Innovation to discuss the latest scientific understanding of how people process information and make decisions. Questioning the accepted view of System 1 and System 2, the team discuss how brand choice is more complex and nuanced. Listening to this video, you will discover how a more holistic framework that measures consumers’ thoughts, feelings and emotions can improve advertisers’ chances to achieve business effects with creative/advertising and drive better business results.

In this Creative Corner Christmas 2020 video Shaun Dix - Creative Excellence Global Leader at Ipsos, is joined by Creative Excellence experts around the world to discuss a range of Christmas adverts just tested with Creative|Spark. The team chat about how the adverts perform in the specific context of Christmas and Covid-19.

Listening to this video cast, you’ll learn about what’s behind effective Christmas creative. Find out more in this video:

In this Creative Corner video Shaun Dix - Creative Excellence Global Leader at Ipsos, Traci Alford - CEO of Effie worldwide and Pedr Howard - Chief Strategy Officer at Ipsos USA discuss Creative Effectiveness in the context of the release of the Effie 2019 report and the announcement of the Effie 2020 winners. Listening to this video cast, you’ll learn about what makes an Effie gold winner. The speakers share their insights on the drivers of effective creativity and their personal take-aways and favourite ads.

Check out the Effie report powered by Ipsos and watch the video: