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Presentation abstracts

Tuesday, 20 September

WOW! World of Winners!
A celebratory session featuring winning ideas and awards with an amazing New Orleans jazz finale. The perfect session to get you in the mood for the ESOMAR Awards Dinner & Party

The Talent Contest: ESOMAR Research Effectiveness Award Finalist

The Evolution of PayPal: New Money, New Purpose
How great insight inspired PayPal to a successful brand relaunch

Daniel Jenkinson, PayPal, Luxembourg
Robert Cook, Firefish, UK

In 2015, PayPal stood on the brink of a new and exciting future as it parted company with eBay and prepared its new independence and launch on NASDAQ. In light of this, the brand sought to redefine itself in the context of a highly dynamic and competitive marketplace. Firefish partnered with PayPal in an innovative research project that delivered new and compelling insight as to how the brand could address the unmet needs of 5 billion people across the world who were being underserved my money and financial services. This paper picks up the story of what happened after the research and how the insight inspired the senior PayPal team and prompted a diverse and successful marketing campaign.