WPP’s Post

A great report about the Empathy Gap and How to Bridge it. The article includes case studies from Effie award-winning brands, who are reaping the rewards of baking empathy into their ads.  Do have a read whilst drinking your Yorkshire Tea (Other brands are available). #IpsosUK #IpsosBHT

As we navigate the current polycrisis, 73% of us globally wish we could slow down the pace of our lives. The implication for marketers when reaching out to some very overwhelmed people is twofold: 1. Can you avoid the temptation to complicate things? 2. How can you maximise the effectiveness of your outreach while still respecting your audience? Samira Brophy and Adam Sheridan explore how effective creativity requires empathy and fitting in, along with fresh creative experiences and ideas, using Ipsos testing data and Effie data to prove this: https://lnkd.in/etQhGkMi The latest instalment in our #DynamicEffectiveness series with Effie Worldwide features commentary from Andy Nairn, Hamish Cameron and case studies from: 🔍Yorkshire Tea and Lucky Generals 🔍Dell Technologies 🔍McDonald's and Leo Burnett 🔍ITV and adam&eveDDB 🔍Tesco and BBH Global 🔍The Mayor of London and Ogilvy UK

⚡New Ipsos Creative Excellence #misfits findings ⚡ When we published our Ipsos book MISFITS, we used Creative|Spark response data to identify three audience experiences that link to creativity and contribute to end business effects: Creative Experiences; Empathy & Fitting In, and Creative Ideas. Thanks to our partnership with Effie Worldwide we have since been able to extend the data sets we use to better understand how these experiences and creativity contribute to business effects. In this latest Effie UK and Ipsos UK report, The Empathy Gap and How to Bridge It, we applied the #misfit experiences to #effie award entrants and identified further evidence that a good quality audience experience matters to end business outcomes. And that #empathy has the strongest link to Gold awards, signalling the value of the art of good quality planning and strategy. Thanks to Effie UK for their partnership in helping to bring these findings to the industry and particular thanks to Samira Brophy for bringing your unique perspective to the value of the #misfits experiences, and helping us to take a further step in understanding what creativity means in advertising and how it can spark brand growth. A special thanks also to the Ipsos team who helped to code the award entries. Eleanor Thornton-Firkin, Rachel Rodgers, Shelley Yang, Veronica Krysa, Morgan Beagle, Emily (Gardner) Powers, Elizabeth Lamping-Diamond, Megan Franklin, MBA, Margaux Curless, Claudia Oberlin. We would not have got to these findings without your diligence and advertising research expertise. More detailed findings will be available in the New Year. Please reach out to me, Samira Brophy or your Ipsos Creative Excellence contact if you would like to find out more. Shaun Dix, Arnaud Debia, Aurelie Jacquemin, Louise Harrison, Lucy Burnham, Kelly Beaver MBE #effectiveness #creativity

I wrote a love letter to strategic planners. 👩🏾❤️💋👩 The people who know that unlocking effective campaigns requires empathy with the audience AND fit with the brand. We (Ipsos) don't mean a sentimental, mawkish version of empathy. We mean having the nous to find what drives value for an audience - making them look, laugh, feel, learn and have them coming away feeling positive about engaging with you. In the latest edition of our Ipsos X Effie UK Dynamic Effectiveness series, "Bridging the Empathy Gap", Adam Sheridan and I looked at how the three Ipsos Misfits experiences translated from generalisable Ipsos ad testing case data to Effie UK effectiveness award data and the results were reassuringly consistent. Empathy and Fit was the strongest discriminating factor for ad effectiveness. And this is true whether we are talking about the Ipsos ad testing database which features the good, bad and ugly from around the world OR self selecting Effie award entries which reflect the best marketing efforts in the industry. The delivery of this added value is largely driven by the strategic planning function coupled with a healthy dose of serendipity and research. As people feel more and more overwhelmed, finding empathy and fit is going to become more critical to moving beyond simplistic ideas like 'beating the scroll' or psycho-babble on emotion/attention/performance/ "insert overly simplified one-sided POV here" To all the wonderful strategic planners behind the campaigns in this article - cheers to you. 🥂 Loz Horner Myles Manyonda Lucky Generals Yorkshire Tea Tom Sussman Hannah Pain McDonald's Dell Technologies Leo Burnett UK ITV adam&eveDDB Tesco BBH London Mayor of London Ogilvy UK

🌟 Unlocking Potential: Collaboration, Expertise, and Consumer Insights 🤝 #Innovation thrives when great #ideas meet expertise and consumer input. Harnessing the power of collaboration not only fuels creativity but also fosters peace of mind in #branddevelopment. Discover how #qualitative insights from Kantar can empower brands to craft Meaningfully Different advertising and messaging. By leveraging consumer-created video responses, we gut-check #creativeconcepts, ensuring authentic connections with our audience. Let’s embark on a journey of meaningful brand development together! 🚀 #BrandInnovation #ConsumerInsights #CreativeCollaboration

Purpose, Innovation, Communication, Brand Experience and Love are the five vital signs and the success drivers for growth. Catch the insights from Kantar's #BrandsOfTomorrow #MakingGrowthReal session where Ndeye Diagne, Akin Afere, Blessing O., Daniel Oseman, Ivan Moroke and Mark Molenaar, CCXP, discussed how insights can be turned into actionable strategies that fuel and accelerate growth, even in trying times. Read the full article from Hope Moses Ashike from BusinessDay 👉 https://ow.ly/yKMs50QIb8z #BrandGrowth #BrandStrategy

A great revenue summary from Andreas Reiffen of the big 5 agencies, but my question is which one is best poised to win in Digital Commerce? The best way to answer that is first to examine each one's capabilities, and to do that we need to find where their capabilities lie. In comments I've added a visualization of each holdco's holdings, from Eskimi. As you can see, each holdco is a sprawling network of agencies and capabilities, so it can be hard in some cases to figure out where their DC core resides, much less assess their strengths. To get started, here's the mapping I've come up with. Please let me know in comments if I've missed anything! Omnicom --> newly announced Flywheel Commerce Network. Not entirely clear exactly what it is but I believe it exists within OMG (Omnicom Media Group). Looks like there may also be DC capabilities in OMD USA and PHD? WPP --> I'm aware of Wavemaker within GroupM. Others? Do they have a centralized effort focused on digital commerce? Publicis - Profitero, CitrusAd, and data from Epsilon. dentsu - iProspect. Anything else? IPG Mediabrands - ???