Emmanuel Probst

Emmanuel Probst is a prominent figure in the field of brand strategy and consumer insights. He currently serves as the Global Lead for Brand Thought-Leadership at Ipsos North America, a position he has held since September 2019.1 In this role, he combines expertise in brand communications, advertising, media, and technology to measure and enhance the connections between media, brands, and consumers.

Professional Experience

Probst has an extensive background in market research and brand strategy:

• At Ipsos, he focuses on addressing fundamental business issues, often at the highest enterprise level, with an emphasis on market assessment, innovation, new product development, marketing, advertising, and brand management.1
• Prior to Ipsos, he held leadership positions at other major research and consulting firms:
  • Vice President of Media & Content Domain at Kantar (2016-2019)
  • Director of Advertising & Audience Measurement Solutions at Dynata (2013-2016)
  • Vice President of Retail at InMoment (2011-2012)

Education and Expertise

Probst's academic background includes:

• A Doctor of Business Administration in Consumer Psychology from Nottingham Trent University (2005-2010)
• An MBA in Marketing from the University of Hull (2005)

His areas of expertise encompass:

• The experiential aspect of consumption
• Emotional motivations driving consumer behavior
• The impact of consumption on identity formation

Thought Leadership

Emmanuel Probst is an active contributor to the field of brand strategy:

• He is a reviewer for the Journal of Advertising Research and a contributing author for Branding Strategy Insider.1
• Probst has authored books on branding, including "Brand Hacks," which became a Wall Street Journal bestseller.7
• He recently discussed his latest book "Assemblage – The Art and Science of Brand Transformation" with WARC and Contagious teams in London.6

Recent Insights

Probst frequently shares insights on brand trends and consumer behavior:

• He has noted that consumers have less patience for brands, with research showing that since 2021, one brand has disappeared from the average consumer's consideration set.35
• His work at Ipsos involves identifying pressing insights challenges for brands, particularly as they approach the end of the fiscal year.4

Emmanuel Probst's purpose, as he states, is "to create ideas and knowledge that inspire you and help you transform from who you are to who you want to be".2 His multilingual skills (native proficiency in both French and English) and global experience contribute to his international perspective on brand growth and consumer behavior.1