Ask any ad-agency creative professional whether their best ideas ever see the light of day, and the answer likely will be “no”. That outcome is a function of a highly contentious, early-stage evaluation and selection process. Researchers in Australia and New Zealand reexamined the process and offered takeaways for moving great ideas forward.
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All three of the companies represented in the session conduct continuous market research and monitor how the COVID-19 pandemic has affected recent respondent behavior, introduced biases or required wholesale changes in data collection methods. For the most part, they reported sufficient continuity providing reassurance that market research has remained resilient and continues to provide insights for marketer decision making. Editor’s Note: The full report is available to members only.
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On April 16, the ARF and Kantar unveiled a newly developed best-in-class framework, Cracking Brand Purpose, which is meant to shape, guide and evaluate purpose campaigns even in the context of a difficult news environment.
Defining what makes purpose-driven marketing campaigns successful has historically been more art than science. In an effort to shift the balance squarely back in favor of science, the ARF and Kantar have introduced Cracking Brand
Purpose, a study that identifies the elements that create leading purpose-driven campaigns and provides a best-in-class framework to shape, guide and evaluate future campaigns. Read more.
What do we really know about a purpose campaign? We know that eliciting an emotional response and sustainability are strategies that can deliver greater brand strength and appeal. Beyond that, there’s little else. So little, in fact that the industry hasn’t even agreed on how to properly define a purpose campaign.
The ARF and Kantar set out to uncover those defining characteristics. The result is Cracking Brand Purpose, a study completed in late 2019 that establishes a best-inclass framework that can be used to inspire, develop and evaluate purpose campaigns. Read more.
What makes for a winning purpose campaign? Very little is agreed upon in the industry. As a result, the ARF and Kantar set out to investigate. The result is Cracking Brand Purpose, a best-in-class framework for developing successful purpose campaigns. What the analysis discovered was that the most important elements are: You, Them and The World.
Our program brought together two organizations that have been at the front lines of opinion polling during times of crisis. IPSOS has been conducting multi-country polls about both public health and economic concerns during the time of Covid-19 and brought a broad comparative perspective to the discussion. NORC at the University of Chicago has been studying public opinion response to crises for decades and brought a uniquely historical perspective reaching back not just to such previous traumas as 9/11 and Superstorm Sandy, but even back to the Kennedy Assassination. Both polling firms provided insight into what Covid-19 might mean for public opinion and values going forward. Editor’s Note: The full summary is available to members only.