About Leah McTiernan Vice President
Ipsos Connect

Leah McTiernan, Vice President, Ipsos Connect, has a passion for helping advertisers hone their brand communications strategies. She joined Ipsos Connect in 2009, to spread that passion globally and today, plays an integral role in developing Ipsos Connect’s global approach to helping brands nurture great creative by focusing on strategic fundamentals.

Leah has developed Ipsos Connect’s global solutions to building consumer-centric insights and big ideas that provide advertisers the emotional fuel for their creative process and was on hand to receive the 2012 ARF “Quality in Research for Big Idea” Great Mind award. “It is easy to wake up in the morning when your work involves partnering with advertisers at the strategic stages of communications development. It is those times when everyone, from the brand, to the agency, to the research team, comes away with an ‘Aha’ moment that you know fantastic creative is on the horizon.”

In addition, Leah supports Ipsos Connect’s Marketing and Communications, showcasing its expertise and thought leadership globally. She calls Toronto, Ontario, home.

Articles by Leah McTiernan

Advertising Research – Earlier is Better

Martin Weigel, head of planning at Wieden+Kennedy, delivered the keynote address at “Nurturing Great Creative: Sowing the Seeds.” His message was resonant, and a few of his comments stayed with me: “Until [an ad] is made, you are researching creative hypotheses — not creative work.” “Most creative development research is strategic research done too late.”…


Disco May be Dead, But a Good Idea Should Live!

Ah, the 1970s.

It was the time of Charlie’s Angels, Saturday Night Fever and ABBA.

And as Elissa Moses confesses, it was also a time when she killed more than an ad or two – most without regret or hesitation. But then, of course, there is always that one that haunts you…like an oil embargo or Watergate or those plaid bellbottom pants.

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Reflections: Building Brand Desire In-Store

Every time your consumers walk into a store, they face an endless array of shopping options. Even though they are motivated to buy, the challenge is getting them to pick your brand over all of the others. How do you jump out at them and make that leap from to shelf to shopping cart, to sale and repeat? We explore ideas and strategies in the latest Reflections from Ipsos ASI.


Reflections: Insight From the Emerging Markets

We’re taking you on a little trip with our latest issue of Reflections, Ipsos ASI’s recurring thought leadership initiative and resource for clients. From Russia with love, to the digital beats of Latin America, and throughout the diverse Asia Pacific brandscape, we’re taking a look at brand communications around the world and offering some interesting and actionable insights taken directly from these emerging markets.


From Good to Great Communications: How Emotions Can Help

Recently, I was asked by an industry peer what really made for great communications. I couldn’t help but reflect on the ads that mattered to me, and that influenced my decision making. The ads that I remember first really paying attention to when I was much younger were the classic long distance commercials. They really stuck with me. Even to this day, I continue to patronize the brand that resonated with me back then, even though back then I had no ability to act on it.


Leveraging the Potential for ‘Word of Mouth’ and ‘Word of Mouse’

In an interview piece published today, Wendy Swiggett, Senior Vice President of Global Ad Testing Development with Ipsos ASI, shared her thoughts on how to best harness Word of Mouth and the real-world benefits of what we at Ipsos ASI call re-transmission — the sharing of the ad’s content from a trusted source thus transferring endorsement of that product or message. The results create a multiplier effect on both ad reception and response, and the best part is, they are measurable.


How to Effectively Navigate Current Trends

As we contemplated what 2012 would hold, and explored and considered the coming year’s trends, we recognized that the real value is not that we must be correct in predicting each trend, but rather in considering their implications: what would we do differently, or better, if each trend was true?