Welcome to the
Dynamic Effectiveness Series
Welcome to the
Dynamic Effectiveness Series
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.
Sharpening Your Saw Strategies to defy the chaos
Gaining a competitive advantage during these tumultuous times can be challenging. To help, Ipsos and Effie UK have highlighted four principles all marketers should follow to sharpen their brand strategies in ways that deliver a tangible and meaningful edge.
Causes & Effectiveness
What marketers need to know about aligning with values
Everyone cares about something, sometimes. In Great Britain, 78% have at least one cause that they are 10/10 highly committed to, and broadly most of us are committed to around six causes. But, do brands that tap into, and tangibly help, the causes that people care about gain a critical edge in highly competitive categories?
Banter Like A Brit
How assimilating into a national culture can help brands grow
In an age of rising nationalism and flag waving, leaning into national identity might sound daunting. But tapping into universally held, positive traits of a country's identity can create meaningful brand connections and growth.
Duty of Care
Why it’s important for marketers to address masculinity
Male caregivers. Active in domestic life. Expressive and emotional men. Ipsos research demonstrates that moving away from old-fashioned male stereotypes in advertising and portraying males positively can boost sales by 37%, and improve long-term brand value by 38%.
Healing the Divide
Finding the win-win in your marketing
With a remit for positive change, brands can help to bridge divisions and enable people from different backgrounds, abilities and perspectives to feel that they are recognised and integrated into mainstream society.
Breaking Taboos
How breaking convention pays out
Red liquid and sanitary products, women sweating, differently shaped bodies, men holding hands. Breaking a taboo is a highly emotive act and when done with craft, confidence, empathy and creativity, can drive more effective business outcomes for brands.
Evolving Aspirations
Navigating Status
What we find aspirational today is quality over flaunted wealth, and a belief that enrichment includes enjoyable experiences. But what does it mean to be successful in the UK today, and how do marketers tap into this?
Why Nostalgia is So 'Fetch' Right Now
Polycrisis getting you down? Marketers can use nostalgia to connect with consumers. Re-discovering classic advertising assets or leveraging brand heritage can boost brand attention by 8%.
The Empathy Gap and How to Bridge It
Giving creativity’s other half the airtime it deserves
Understanding your audience and showing some empathy means that success can be found even in the humble carrot stick. Explore how demonstrating empathy in your advertising, combined with fresh creative ideas, can drive +20% on short-term sales lift potential.
A Woman’s Worth
How better portrayal is good for business
In Great Britain, 29% of people agree that the main role for women in society is to be good wives and mothers. While we can point to other influences, marketing has done its fair share to reinforce gender bias. Discover the commercial upside in challenging gender stereotypes in advertising.
