#AOTYAwards spills: Ipsos opens up on client expectations

 

In our world of rapid change, the need for reliable information to make confident decisions has never been greater. Ipsos certainly proved this to be true for its clients, bagging the silver award in this year’s agency of the year.

Ipsos believes that its clients need more than a data supplier, they need a partner who can produce accurate and relevant information and turn it into actionable truth. This is why its experts not only provide the most precise measurement, but shape it to provide true understanding of society, markets and people.

To do so, it uses the best of science, technology and know-how and apply the principles of security, simplicity, speed and  substance to everything it does.

This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series. To find out more about the awards, click here.

What are some of the expectations your clients now have for your agency?

Ipsos has a long history in the field of market research and we are a global company that is still independent and managed by market researchers. So there is continued expectation that we remain dedicated to what we do best. It does not mean that we stick to old methods and tradition, far from it. It means innovating and introducing smarter ways of doing research that clients can trust is backed by R&D and decades of experience.

How has your  clients marketing plans shifted this year?

As the world was paralysed with managing the pandemic, we felt that it was even more critical for our clients to still have access to information necessary to navigate the crisis. Many clients have had to put their research plans put on hold, so we took it upon ourselves to ramp up our activity with more content, ideas and solutions in the form of thought leadership papers, webinars and self-funded research. These allowed clients the ability to keep tabs on their markets and changing consumer attitudes.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Businesses have become accustomed to virtual meetings and are more open to digital marketing. However, we do suffer a little on that human connection and engagement with virtual channels. Ipsos is readying ourselves by increasing our digital marketing capabilities that help us connect better with our clients and audiences.

What do you think makes for great marketing these days?

Quality of content is still of utmost importance. No matter the bells and whistles, if content is not relevant, the marketing would not yield results. Great marketing today requires a sharp understanding of your audience and speaking direct to a consumer/customer/client insight in an authentic way.

How are you planning for 2021?

Ipsos has been gearing up since 2018 with the development of smarter, faster and better research solutions for our clients. Our solutions not only rely on technological advances but a deeper understanding of the science behind consumer behaviour.  As clients themselves emerge from this crisis in 2021, we are ready to be their partner who can produce accurate and relevant information and turn it into actionable truth.