Rising prices and falling real incomes are causing a crisis. Because a crisis for everyday people means that brands have an even greater pressure to deliver for them.
At Cannes Lions, Josy Paul, chairman andchief creative officer of BBDO India; Lindsay Franke, president for Ipsos US and Ben Page, Ipsos global chief executive officer, will show how the power of creativity x empathy is what’s needed right now.
They will explore the latest trends, insights, and creative breakthroughs that are shaping a period of turbulence, as well as sharing nuanced thoughts and strategies on how brands can successfully overcome it and highlighting a new analysis on the three fundamental drivers of brand growth. They will reveal the insights from Ipsos’ broadest survey ever conducted, covering 48,000 people across 50 markets, representing 87% of the global economy and 70% of the global population. These findings will show the shared experiences and disparities the world faces at this moment.
Ipsos will also partner with creative and strategic intelligence agency Contagious to present a Citizen Cannes event. The interactive event will provide actionable insights into brand success.
“Brand builders must recognise the current context. New Ipsos research shows that three key factors have become more important for brands to surf the polycrisis wave – shaping consumers’ expectations, taking the macro- and micro- contexts into account, and acting with empathy to drive creative, brand and global success,” stated Ben Page.
“We know from Ipsos findings that advertising which leverages both creativity and empathy perform at above-average levels, generating a 20% lift on short-term sales impact. Throughout the week at Cannes and beyond, we want to help brands harness these learnings and frameworks for informed decisions that shape brand success, providing ways for them to confidently react and build resilience.”
Josy Paul added, “It promises to be a mind-altering session. Through first-hand stories, personal anecdotes, lived experiences, qualitative and quantitative data, this interactive sharing session will reveal how deep listening, personal confessions and a sensitive understanding of context can drive creative impact in these uncertain times.”
Learn more about Ipsos, BBDO India, and their participation at the Cannes Lions Festival, here.
