Samira Mohamed, Associate Director and NGC champion, UK samira.mohamed@ipsos.com

Target Definition

Compelling Insight

Big Idea Creative

Brief (Blueprint)

Creative Idea

Execution

Is the insight

compelling?

Can we use it?

Is the

Creative idea

sound?

Can we

improve it?

Is the

execution

working?

Can we

improve it?

Is the insight

credibly linked

to the brand?

We are on a journey

That journey can be tricky

Ideas

Insights

3

Creative

0

3075

6150

9225

12300

1x 2x 3x 4x 5x 6x 7x 8x 9x

000’s of HHs buying

ANNUAL PURCHASE FREQUENCY

THIS IS

FRUCTIS

SOURCE: NIELSON

0

3075

6150

9225

12300

1x 2x 3x 4x 5x 6x 7x 8x 9x

000’s of HHs buying

ANNUAL PURCHASE FREQUENCY

THIS IS WHAT IT NEEDS TO DO

TO LOOK

LIKE PANTENE

Mental availability Physical availability

The most successful brands have strong

mental & physical presence

11

USPs are no longer realistic or long lasting. Most people do not believe brands are different

4

7

10 9

12 12

11 10

8 7

5

2,1 1,6

0,8 0,5 0,1 0,1

0-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76-80 81-85

Uniqueness T4B % All brands, all categories, NA

Two-thirds of brands score less than 35% on uniqueness rating

There is little difference today between

brands on functional benefits

A brand ‘Mind Cloud’. The chaotic cluster of

images, sounds, associations and colours

that constitute the brand in the mind

Building on attributes and associations that drive distinction

Distinctive assets help

r= .71

Presence of "Marketing" Associations to Brand

(icons/characters/spokesperson) %

Bra

nd

Co

mm

itm

en

t %

Source: Ipsos-ASI R&D Data

We find ads with continuity from prior ads and campaigns – theme, characters,

celebrities or creative style – outperform those without.

These ads more readily trigger brand associations and experiences.

Source: Meta analysis of Ipsos’ tracking & testing database

Indexed performance of 1,513 TV ads

99

97

99

96

102

105

102

107

Interest

Branding

Attention

Ad Recall

Ads WithoutContinuity (1018ads)

Ads WithContinuity (495ads)

Emotions

matter…

Emotional campaigns take longer to deliver results

but have more long term brand building benefits

Bearing that in mind as we take this

journey, lets talk about the stages

Ideas

Insights

19

Creative

Insights

The revelation of a REAL TENSION

(aspiration, frustration, desire, need)

that inspires a BRAND OPPORTUNITY

Insights: Finding universal meaning

that’s compelling to your target

The emotional engine for your campaign

“When you’re hanging out with the lads there’s a

certain way of behaving that you need to live up to”

Big Idea: Connecting insights to the

brand in a credible way. A way that’s

distinct to your brand

Ideas

The resonant and credible CONNECTION

Between your brand and the relevant insight

The emotional fuel for your campaign

Priceless EMOTIONAL CONNECTION It can create and sustain a strong emotional bond with consumers

The Coke side of Life OWNABILITY It can help the brand own a benefit, a territory, an emotion

Think Different DISCTINCTION It can act as a long term advantage by differentiating the brand, highlighting its singularity

Spray more; Get more SCALE It can maximize each initiative by making them contribute to building the brand equity

It only does everything CONSISTENCY It can help in identifying the brand across all contacts

Why Big ideas?

Nut filled

Quick rebalance

“When you’re hanging out with the lads

there’s a certain way of

behaving that you need to live

up to”

You’re not you when you’re hungry

Creative

Creative: Big Ideas can only live

through executions

“When you’re hanging out with the lads

there’s a certain way of

behaving that you need to live

up to”

Delivered in a humourous way – avoiding diva like

behaviour to remain at one with the pack

“Ha,Ha! Brilliant!

That’s totally me!”

Nut filled Quick

rebalance

Snickers: You’re not you when you’re hungry

Powerful insight and the right big idea = Creative freedom across regions & formats

Research keeps you in touch with your people through this process

Checking in is vital. But you don’t need all

the steps all the time Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7

Client brief

Comms Strategy

Creative development

Production

Strategic planning

Agency & Client

alignment

To be conducted for new campaign and KEY initiatives

Choice depends on where most questions and history lie

Big Idea reasearch

Insight research

Creative executions

Agency & Client

alignment

Creative reasearch

ON AIR

Pre Production

OR Final ad

assessment

Recommended for KEY initiatives

Can be skipped depending on previous steps

learnings

OR

Connectors: Measuring consistently

Personal Resonance: Reminds me of things I Care

About & Enjoy

Which motivations are we tapping into? Experiences, feelings…that we might not be aware of which can reinforce the idea.

Mind Clouds: To visually represent resonance – mapping of attachments and connections

Motivational Focus: Emotional motivators

Brand Closeness: Attachment to brand

Labs for Insights, Big Ideas and early creative ideas: How we build it depends on you

Several iterations We favor mini qual and quant layers of research across multiple ideas or creative to evolve them to perfection through the process.

The most appropriate sequence Depending on the business questions and level of idea or creative finalization, we will advise to start with qual exploration to explore and refine. Or advise quant screening to begin from a firm assessment.

Quant Screening

Final Round of Quant or Qual

Learn from Quant, Evolve

Learn from Qual, Evolve

Setup

Qual Exploration

System 1 (neuro) techniques to surface hidden truths

EEG and Eye Tracking

Before airing – refine and make sure your execution is the best it can be

*Measuring brand building keys*

Reach is important

Distinctive assets help

Emotional priming drives results

Ipsos pre-testing is best in class and here’s why…

Reach is important - Measurement

P

rin

t

TV

O

nlin

e

In

-Sto

re

O

utd

oo

r

Your ad here!

1 Media clutter context provides distraction – Is your ad going to stand out vs. other messages?

2 Media clutter allows you to test a full campaign. For e.g. You can test your strategic TV with tactical print to understand how they will support your brand

Emotional priming drives brand

results - Measurement

we talk to 150 consumers

who have not seen advertising

about your brand… (Control Cell)

…and we talk to 150 consumers who have seen advertising about your brand (Test Cell)

We are the only agency to use a Test vs. Control method – the most accurate way to measure short and long term ad effects

To back it up we offer a full suite of emotional

diagnostics as standard

Engagement trace - consumer watches the ad in real time which shows where interest builds, dips, or flattens

Closeness – how close they feel to your brand

Brand

Censydiam motivational territory – Where does the ad move the brand?

Scene by scene analysis...

–

pe

rs

on

al

d

im

en

si

on

–

– s o c i a l d i m e n s i o n –

Distinctive assets help - Measurement

Ipsos self- funded study data

Shows which brand and ad mindclouds are picked up

Plenty of open ended questions for rich, direct

feedback for nuanced, qualitative-style

understanding…

Describe the ad as if you were talking to a friend. Please write down in your own words and be as detailed as possible. Do not worry about spelling, punctuation or grammar, just imagine you are talking to a friend.

Other than trying to get you to buy the product, what was the one main idea of the ad you have just seen?

What did you particularly like about the ad?

IMPLICIT USES REACTION TIME TO CAPTURE WHAT PEOPLE FEEL SUBCONSCIOUSLY, AT THE SAME TIME AS

THEIR CONSCIOUS RESPONSE

Brand A

Brand B

Brand C

Brand D

EXPLICIT REACTION

IMPLICIT REACTION

IMPLICIT MEASUREMENT ADDS A NEW DIMENSION TO OUR UNDERSTANDING OF HOW BRAND EFFORTS AFFECTS PEOPLE AND THEIR INTENTION AND

DECISIONS ABOUT BRANDS

We also get System 1 feedback on what people

REALLY think *Case study*

Final Thoughts

What is the Big idea – the steel thread

of your communications

Ideas

Insights

44

Creative

And always keep this guy in mind!

47

Samira Mohamed, Associate Director and NGC champion, UK samira.mohamed@ipsos.com