As more precise targeting, programmatic media and digital advertising help advertisers reach people on an increasingly individual level at scale, it leads to an ethical question for advertisers and agencies. Pedr Howard, Ipsos senior vice president of Creative Excellence and Brand, explores how brands must weigh showing targeted creative that reinforces stereotypes they already believe, versus showing a “real world” that is more diverse than many actually see every day.
Pedr Howard
- Senior vice president, Creative Excellence & Brand, Ipsos U.S.
Pedr* Howard leads Strategy and Creative Development for Ipsos in the U.S., working on matching the Ipsos offer and narrative for achieving Creative Excellence to the needs of clients. He is passionate about advertising, creativity, and bringing consumer research and data into the communication development process.
Pedr has been with Ipsos since 2006, first with Ipsos Mori in the U.K. where he managed brand and communication research projects for local and international brands. In 2010 he transferred to Ipsos in Norwalk, Conn., to continue in his client advisory role during their merger and relocation. Soon after, he moved into leading the company’s early-stage creative development research practice. He has been in his current role since 2017.
*Typically goes by Ped, because nobody can pronounce Pedr – which is Peddar and is the old-Welsh for Peter. But he’s actually English, not Welsh, just has some ancestry on his father’s side.
Areas of Expertise
| Quantitative Research | Qualitative Research |
| Advertising Research | Consumer Behavior |
| Marketing Communications | Brand Positioning Strategies |
Industry Experience
| Consumer | |
Publications
Should brands try to change the world?
Why audiences loved Tide’s Super Bowl commercials
The Super Bowl Creative Playbook Getting Better Creative from Data and Insights
Appearances/Quotes
Brand Purpose Campaigns: Using Data as a Shield against the Twitterstorm, ANA Data and Measurement Conference, September 2019
You are the Future of Research, ARF Young Pros Bootcamp, May 2019
Effie Report Highlights, Effie Next:50 Conference, May 2019
T-Mobile Avoids Celebrity Trend, Focuses On Simplicity For Super Bowl Ads, February 2019 quoted
Ad Research in Action, ARF Consumer X Science Conference April 2016
Additional Interests
A keen home chef, Pedr has made everything from homemade curries to sous vide. He is currently learning the very American art of BBQ. He is an avid golfer who plays both not nearly enough and also far too much, including a yearly marathon 72 holes in one day. He also enjoys doing DIY and home improvement projects (including installing a putting green to improve on said golfing!)
Education
University of Leeds
B.A., Philosophy
Imperial College London
Chemical Engineering
