Ipsos POV + Author POV about Creativity Effectiveness, at a University (UPC) Marketing Conference. The Author´s own contributions, mainly come from his experience as a Insight Consumer Specialist at Nestle, a company that puts a particular stress on the importance of Creating Engaging Brand Experiences.

1. 1 © 2018 Ipsos.
Principles of
Creativity, that
Inspire Successful
Communications
SEPTEMBER 2018
Document made for
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary
information and may not be disclosed or reproduced without the prior written
consent of Ipsos.
OUR MISSION IS TO
HELP OUR CLIENTS
ACHIEVE
At Ipsos

2. 2 © 2018 Ipsos.
DISCLAIMER:
This presentation was prepared in the context of Ipsos Peru
participation on 2018 Marketing Annual Congress (CAM),
organized by Applied Sciences University (UPC) at Lima Peru.
It reflects Ipsos POV on creativity and successful
communications, as well author’s contributions based on his
own professional and personal experience.

3. 3 © 2018 Ipsos.
This is creativity
What is creativity?

4. 4 © 2018 Ipsos.
What is creativity?

5. 5 © 2018 Ipsos.
What is creativity?

6. 6 © 2018 Ipsos.
What is creativity?

7. 7 © 2018 Ipsos.
What is creativity?

8. 8 © 2018 Ipsos.
It is a little bit of all this

9. 9 © 2018 Ipsos.
Creativity, in the context of communication

10. 10 © 2018 Ipsos.
Creativity, in the context of communication
Sender Channel & Message Receiver
Supply Demand
Media
Paid Earned Owned
Devices
Attention span
2000: 12 secs 2015: 8 secs (↓)
Benchmark
Goldfish : 9 secs

11. 11 © 2018 Ipsos.
Creativity, in the context of communication
Do you know, or can you imagine…?
1. What was the global investment in communication during 2014?
2. What is projected for 2019?
Gallo, A. (2017). A Refresher on Marketing ROI .. Harvard Business Review.
https://hbr.org/2017/07/a-refresher-on-marketing-roi
1 2
$1.6 trillion $2.1 trillion

12. 12 © 2018 Ipsos.
Creativity MUST be effective

13. 13 © 2018 Ipsos.
Creativity MUST be effective
Communication
MUST help the
Brand to STAND
OUT
BRAND ATTENTION BRAND DESIRE BRAND IMPACT
Behavior change
Brand Relationship
Change
Activation
Relationship
Building

14. 14 © 2018 Ipsos.
Insight
Idea
Content
e requires
Developing effective creativity requires…

15. 15
Big
idea
Everything starts with the INSIGHTS,
1
Insight
3
Creative
development
4
Validation
5
In-market
assessment
2
that inspire all the way

16. 16
Insights:
From
emotional
nature
FRUSTRATION
PAIN
Any of the above situations, usually are not conscious, but
they trigger or bithold behaviors.
Real Resonant
Relevant
Reaction
An Insight is...
It is a human truth
that generates the
AHA! effect when
revealed.
It touches sensitive fibers of
human beings (hits home),
whether they are consumers or
not of the category; meaning it
goes beyond this condition.
Therefore, an insight generates
In people
Which is...
For the business

17. 17 © 2018 Ipsos.
Insights comes from DEEPtarget knowledge
AXE´s targeting
male teenagers
and i) their
insecurities / self
doubt about
approaching
opposite sex or ii)
their aspiration of
impressing a
gorgeous lady and
be choosen by her
in a context of
opportunities.

18. 18
To obtain INSIGHTs, we need to FEEL
Overnight
qual
Creative groups
Adlabs
Communities
Semiotics &
cultural intelligence
Ad Safaris
Goggleb o x
SPEED CONTEXT
DEPTH REAL LIFE
Qual approach is the most appropriate
(Enables the emotional archaeology)

19. 19 © 2018 Ipsos.
The market leader required to find a proprietary, unique, and
RELEVANT territory for the target, with the additional
pressure of reconnecting with young people in a context of
category decline.
Insights that INSPIRE BIG IDEAS

20. 20 © 2018 Ipsos.
Peruvians #WeHaveBarrio(Neighborhood)
#WeHaveEverything #WeHaveCristal
Commitment Credibility Brand Impact Campaignability
Insights that INSPIRE BIG IDEAS

21. 21 © 2018 Ipsos.
We Have Barrio - 2015
This World Cup is Lived in
the Neighborhood - 2018
“Cebada” Weekend
“28 de Julio” - 2017
“Cebada” Weekend, and
#TheBarrioKnowsIt - 2017
The Barrio Flavor - 2016
…
Insights that INSPIRE BIG IDEAS
Peruvians #WeHaveBarrio(Neighborhood)
Cebada = Barley
Informal way to refer to beer in Peru, alluding to one of its main components.

22. 22 © 2018 Ipsos.
Peruvians # WeHave Neighborhood # WeHaveEverything #
WeHaveCristal
Insights that INSPIRE INNOVATION

23. 23 © 2018 Ipsos.
Peruvians # WeHave Neighborhood # WeHaveEverything #
WeHaveCristal
Insights that INSPIRE INNOVATION

24. 24
Big
idea
Ensuring the creativity resource
1
Insight
3
Creative
development
4
Validation
5
In-market
assessment
2
IS EFFECTIVE

25. 25 © 2018 Ipsos.
25
25
25
25
25
25
25
25
Quantitative
approach, relying on
magnitudes.
In context creativity
exposure,
replicating
nowadays attention
challenges
Experimental
approach, to
accurately identify
its impact.
Incorporating
emotions, the true
force behind
attention and
action.
Providing predictive
scores about
Creativity
Performance.
The Ipsos creativity assessment principles
R1
Receptivity
R2
Response
Diagnostics
As mentioned in opening slides, this reflects IPSOS POV, not the author
This information can be found in Ipsos documents, thought leadership pieces, or reverse engineering its creativity research products.

26. 26 © 2018 Ipsos.
Facial coding, provides a detailed diagnosis of
creativity´s capaility to evoke emotional response
Happiness Surprise
Sadness Anger Fear Disgust
NEGATIVE
ENGAGEMENT
diagnosis

27. 27 © 2018 Ipsos.
Fictitious data
Facial coding, provides a detailed diagnosis of
creativity´s capability to evoke emotional response
diagnosis

28. 28 © 2018 Ipsos.
Ipsos knows the pivotal role of emotions
Commitment or
Engagement
Successful communication generates emotions (No emotion means no action )
To achieve this, creativity strategically uses different emotions to attract and
maintain attention during its flow .
Happiness
Successful communication should be pleasurable, leave a positive after-taste.
Best moments to place this emotion are: i) peaks and ii) closure
Surprise Maintains dynamism and hold – maintains the attention, preparing the audience for
something additional.
Negative
Compound of negative emotions.
Negative emotions can be useful, but two things to be mindful:
1) On the whole, negative emotions should be < than positive ones.
2) Avoid to place them on the closure, at all cost.
Confusion
Destroys attention.
Negative impact on creativity recall ability.

29. 29 © 2018 Ipsos.
The communication MUST move, provoke something

30. 30 © 2018 Ipsos.
The closure is as important as the
opening
Peak-End rule
Heuristic rule

31. 31 © 2018 Ipsos.
The closure is as important as the
opening

32. 32 © 2018 Ipsos.
Principles of
Creativity, that
Inspire Successful
Communications
SEPTEMBER 2018
Document made for
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary
information and may not be disclosed or reproduced without the prior written
consent of Ipsos.
OUR MISSION IS TO
HELP OUR CLIENTS
ACHIEVE
At Ipsos