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About Misfits
Creativity is celebrated as the fuel of effective advertising, but it has a problem. It is an enigma of artistic work, with a range of definitions, and its pursuit invites uncertainty, with corporate boardrooms demanding certain, stable returns.
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Empathy: The new currency of Brand Connection
Isabelle Fortin shows how leveraging empathy-driven marketing can foster genuine connections with consumers and power creative effectiveness and brand success.
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Know the New America & Beyond: July 2025
Read a monthly dispatch of Ipsos' best insights on the U.S. tailored for the world.
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Ipsos Update - November 2024
Mental Health, AI, Infrastructure … Ipsos Update explores the latest and research & thinking on key topics from Ipsos teams around the world.
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Misfits and the Machine: Why AI alone can’t crack creative effectiveness
In the second of our AI in Advertising papers, we explore the benefits and limitations of using AI in ad development.
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Ipsos Update – February 2024
Gender, politics, manufacturing… Ipsos Update explores the latest and research & thinking on key topics from Ipsos teams around the world.
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Creative Excellence helps advertisers to bring back the magic by using research to inspire and empower creativity
Creative Excellence brings back the magic.