At this event presented by the ARF Young Pros, Dr. Emmanuel Probst, SVP of Brand Health Tracking at Ipsos and author of Brand Hacks — How to Build Brands by Fulfilling the Human Quest for Meaning, explained to attendees why most advertising campaigns fail.
Dr. Probst offered real-world, contextualized perspective on how brands can move forward in a post-COVID environment, engage with their audiences with sincerity and depth, and successfully build an identity in our new, shared reality.
In a time when authenticity matters more than ever, Dr. Probst shared actionable steps to uncover the personal, social and cultural meaning needed to build and grow brands. Attendees gained practical insights on how to bring substance to their brand identities.
Following his presentation, Dr. Probst was interviewed by Sylvia Aranda, Director at W2O on the Earned Media and Engagement team, and discussed how to master these brand hacks and drive change at any professional level.