Catégorie : Research

The article explores the critical role of CEOs in steering their companies towards top-tier performance, highlighting that nearly half of a company’s success hinges on effective leadership. Examining the six core elements of a CEO’s responsibilities—strategy setting, organizational alignment, top team leadership, board collaboration, stakeholder engagement, and personal management—the authors outline specific practices such as…

The article from McKinsey & Company discusses the adoption of the low-cost airline model by Türkiye’s Pegasus Airlines, led by CEO Güliz Öztürk, as a significant development in the travel industry. This shift is part of a broader analysis of the state of aviation and the evolving dynamics of low-cost carriers, raising questions about their…

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For the past decade, marketers have struggled to establish a lasting brand-building strategy through social media, often swayed by the latest platforms and algorithms. However, recent research shared at the IPA Effectiveness Conference by WPP’s Jane Christian reveals that social media creators represent a significant long-term brand-building channel, offering comparable short-term returns on investment to…

The 2025 State of AI Report, published by Nathan Benaich on October 9, 2025, highlights significant advancements and economic impacts in AI, marking 2025 as the year reasoning became a reality. OpenAI, Google, Anthropic, and China’s DeepSeek have released systems capable of complex reasoning, with the commercial viability of AI tools reaching $20 billion in…

The report from the Reuters Institute for the Study of Journalism highlights the rapid growth and public uptake of generative AI technologies across six countries—Argentina, Denmark, France, Japan, the UK, and the US—between 2024 and 2025, noting a significant increase in awareness and use, particularly of OpenAI’s ChatGPT, which remains the most recognized and used…

The article, titled « The Week in Charts, » highlights recent trends in data center investments and the adoption of artificial intelligence (AI). It provides insights into how these developments are shaping industries and technological advancements, though specific data, numbers, locations, and dates were not provided in the excerpt.

At the IPA conference, Jane Christian presented the first creator econometric database, revealing that creators offer the highest long-term ROI among digital marketing channels, despite only generating about 6% of ad returns and showing high variability in campaign outcomes. The findings highlight the potential for creators to build brands effectively online, suggesting a need for…

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