The tool, called Creative|Spark, aims to offer customised methodologies and metrics tailored to the needs of public, not-for-profit and corporate foundations in creating campaigns that drive societal change.

Creative|Spark is a global service and aims to evaluate and optimise advertising across various channels, including TV, outdoor, print, digital and social media, and deliver actionable insights.

Available on the Ipsos.Digital platform, Creative|Spark allows organisations to carry out tasks such as screening early-stage ideas, evaluating rough cuts or optimising creative, measuring thoughts, feeling, and emotions to help understand how audiences and stakeholders respond to advertising.

“Public sector and non-profit organisations face mounting pressure and limited budgets to connect with their target audiences to influence short-term and longer-term behaviour change,” said Shaun Dix, global leader of creative excellence at Ipsos.

“It’s about moving beyond guesswork and making data-driven decisions that maximise impact.”