Communications

How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.

"It keeps me up at night. Whichever industry you are in, you are absolutely not untouched by cyber-criminals."

We all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising.

This is the August edition of Ipsos Update, a selection of research and thinking from Ipsos teams around the world.

Social Intelligence delivers insights that drive strategic decisions and performance, from consumer expression and behaviours found in social media, search and other online data.

This book has been initiated to help Ipsos researchers in their international projects. At the analysis stage, it provides cultural insights which can enlighten the results. But also from a technical perspective, when preparing a qualitative study design, it aids in the consideration of local constraints (such as scheduling, sample composition, geographical coverage).

What is the difference between luxury and mass market today? As premium brands grow and deliver constantly new experiences and personalised services, they are redefining the frontier between the two worlds, which is now more blurred than ever.

Market research has long been accused of killing creativity. Many in the creative world now look back with nostalgia to the days when market research was the point of contention. With so much more data available now and so many exciting applications for it, data and creative are at loggerheads.

Building a long-term reputation in a short-term world.