ad nation 2023
You’re in the advertising industry. You’re (still) not normal.
As an industry we pride ourselves on staying on top of the latest trends and keeping up with the newest gadgets and offerings. But what if those technological and culturally forward behaviours are skewing our perceptions about how Canadians use and perceive different media? How accurate are your assumptions about Canadians’ media usage?
That’s what we set out to uncover in the third edition of our Ad Nation study, in which Ipsos examined the media habits and advertising perceptions of industry professionals and ordinary Canadians. The research sheds much-needed light on how these differences impact our understanding of media and our ability to effectively serve our clients.
The results may surprise you.
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Early in his career Steve spent time in sales at Xerox and marketing at Mars foods in the UK. Since the late 80’s Steve has worked with several research organizations in Asia and Canada before merging with Ipsos where he has had several leading roles both domestic and internationally. He is the author of (among other things) the Most Influential Brand Study (Globally), the Digital Marketing Pulse, and the “No Big Picture” story. He is a Canadian Marketing Association lifetime achievement award recipient, a Fellow of CRIC (Canadian Research and Insights Council), and a frequent public speaker/commentator. Steve is also a very active member board member of the Earth Rangers charity. Passionate about the world of public speaking, he frequently runs workshops on the subject for a broad range of organizations. His bio would not be complete without saying that he takes his eyewear very seriously.