Advertising Week 2010

January 25 - 29, 2010
Toronto, ON

Ipsos is pleased to be taking part in this year's week-long celebration of Canadian advertising and marketing. Advertising Week is a limited, once-a-year opportunity to explore the dynamic world in which we live and work. The week is full of seminars, creative presentations and educational sessions that will both stimulate and inspire -- among which include a presentation by the President of Ipsos ASI Canada, Jacquie Matthews. Jacquie's presentation, Some Things Just Don't Transfer Well, will discuss why some creative elements simply don't transfer well from market to market.

The objective of any advertisement is to get in the path of desire. With marketing budgets under more pressure than ever, it makes it very easy for global businesses to think that producing ads that can be aired in more than one market is a wise and prudent decision. What may be good in the short term on your P&L, may not necessarily benefit the brand in the long term. John Wanamaker is famous for saying "Half the money I spend on advertising is wasted. The trouble is, I don't know which half."  At Ipsos ASI, we believe we now know which half! New research just completed on testing the identical ad in the U.S. market, English Canada and French Canada reveals that over 60% of the time there are very different business building results when transferring an ad between these markets. This presentation will centre around what advertisers need to do to give ads a better chance to successfully transfer between markets, what works in each market (including a glimpse at many global markets) incorporating thinking on both the strategic and executional elements of an ad. Values, attitudes and lifestyle information per market will be shared, with a conclusion that advertising needs to be a great mirror on society and speak to each market in a relevant way.  

To learn more about Ipsos ASI's advertising research expertise, please click here.

To learn more about this conference, or to register now, please click here, please click here.

Ipsos ASI | Ipsos Loyalty | Ipsos Marketing | Ipsos MediaCT | Ipsos Public Affairs | Ipsos Descarie
© Copyright 2009 Ipsos Canada, part of the Ipsos Group. Privacy Policy | Terms Of Use