A webinar series hosted by KEYS will address the evolving challenges of brand building and corporate communication in a fragmented media landscape, scheduled for February 26, 2026. The event will focus on strategies for capturing audience attention, analyzing advertising effectiveness, and navigating the complexities of corporate reputation management.
The webinar, titled “From Noise to Attention,” will examine how advertising can break through the clutter of today’s diverse media environment. A recent Ipsos study of Super Bowl advertisements will be presented, analyzing which commercials resonated with audiences and which were quickly forgotten, despite the $8 million price tag for a 30-second spot. According to the event description, half of all Super Bowl ads are forgotten the morning after they air.
Beyond traditional advertising, the session will explore how corporate communication leaders are fostering more direct relationships with stakeholders amid ongoing global uncertainties. Ilaria Ugenti, Corporate Reputation Leader at Ipsos in Italy, will be among the speakers addressing this shift. The discussion will as well delve into the influence of culture on identity and the importance of “cultural intelligence” in understanding consumer behavior.
Speakers scheduled to participate include Simon Atkinson, Chief Knowledge Officer at Ipsos; Nick Watson, Research Director, Brand Health Tracking, Ipsos in the UK; Lisa Zielinski, Senior Vice President, Creative Excellence, Ipsos in the US; Oliver Sweet, Head of Ethnography, Ipsos in the UK, and author of ‘The Rules That Make Us.’
The event description highlights the need for a strategic approach to social media, noting that simply having a presence is no longer sufficient. LinkedIn posts from earlier in 2026, as reported by Andréa Serrin, a community manager and content creator, emphasize the growing importance of “personal branding” for companies and a move away from random content creation towards more consistent and impactful strategies. Pigier Lens notes that mastering social media is increasingly important for career development, with employers frequently reviewing candidates’ online presence.
Kontentino’s blog emphasizes the necessity of a cohesive strategy when building a brand on social media, focusing on consistent visuals, messaging, and identity. The webinar will address these elements as crucial components of a successful brand strategy.
Registration for the webinar is currently open.
