In an era of varying advertising effectiveness, where digitally-savvy audiences are inundated with mass media and have increasing control over their own advertisement consumption, brands must adapt to changing consumer preferences and deliver personalised campaigns that truly connect with their target audience.
Bringing together the best of Ipsos and Effie UK knowledge, and leveraging research and insights on society, trends and advertising impact, our Dynamic Effectiveness series addresses exactly that.
We discuss the role of nostalgia, sentimentality and emotive creative experiences in delivering effective campaigns that cut through the noise and produce lasting messages. We also explore opportunities for advertisers to enhance advertising impact, from non-traditional gender portrayal and challenging gender stereotypes, to identifying a simple compelling idea and expressing that creatively through entertainment, empathy or familiarity.
Whilst we explore a range of topics and possibilities, our series on Dynamic Effectiveness has one clear goal; to help advertisers build better campaigns.
