Eh, one Worldwide media agency Network of IPG Mediabrands has today launched its new proposition and philosophy ‘Full Color Media’.
Designed to bring about a revolution in the way in which marketers build brands in the age of AI, Full Color Media A new series of behavior, approach and products in the global network of UM – embedded a growth mindset throughout the organization.
“Full Color Media is an omni-channel planning proposition that is designed to fight the existential threat of brands boring. It unlocks the power of human ingenuity in a world where AI’s normative mechanic not only threatens a race to the soil, but a race to the average. To win the growth race for our valued customers, we need strategies against Bland, “said Susan Kingston-Brown, Global Brand President, UM.
“This new approach seamlessly combines the visibility of high-quality media impact with the liveliness and variability of smaller, deeper contact points, creating a spectrum of media stories that come together to stimulate brand growth,” she continues. “In a world that is dominated by algorithm-driven media, it challenges outdated linear models and black and white decision to stimulate real ‘difference’ and brand growth.”
“UM’s full color media directions to help our customers stand out in a competitive market through groundbreaking ideas, media creativity and ruthless striving for innovations,” said Tricia Camarillo-Qufbao, CEO, IPG Mediabrands Filippines and UM Business Lead. “We are pleased to roll out this new daring proposition and stand against Band, while we remain proof and adapt to the developing needs of our customers and our industry.”
Full Color Media is supported by a groundbreaking number of tailor -made research into brand building in the AI era. Led with more than 10,000 brands and with 5 million data points, the research culminated in a tailor -made ‘brand pattern’ marketing theory and own model that is designed to grow and differentiate brands.
UM’s new model and research builds a clear understanding of the complex pattern of a brand, with insights into the successful ‘difference’ and the ‘variance’ of that brand. This deeper understanding means that AI learns more effectively, which stimulates increased marketing effectiveness.
“Before we press the AI button, we must understand exactly what a brand distinguishes, so that we can train that AI to work effectively for us and make a position against Band,” Mrs. Kingston-Brown continued. “Merk patterns enable us to understand the complexity, nuances and uniqueness of each brand – so that we can elevate and distinguish them in their category – so that our communication provides a disproportionately positive effect on the market.”
Research
Working in collaboration with Association Lecturer Marketing Felipe Thomaz, Saïd Business School, University of Oxford, UM Over the past three years, a data set of more than 10,000 brands analyzed to identify what unique networks of brand associations and behaviors are called, “brand patterns” that stimulate brand growth defined as a purchase intent and consideration.
The research showed that Brands are not purely based on funnel, but reflect complex, unique and differentiating patterns. OneVery brand has its own unique, nuanced pattern that is informed by the interdependence and synergy of statistics in three Essential components, the “3-VS”:
- Visibility: Including statistics such as attention and advertising awareness that cultivate distinctive character and the main cause of brand growth is (64%).
- Liveliness: Measured by statistics such as social engagement, buzz and mouth -to -mouth advertising, the brand delivers relevance through the connection with culture and is an important growth accelerator (11%).
- Variability: Containing metrics such as positive impression and quality, is the key to incremental growth (25%) and differentiation by generating the intrinsic value of the customer.
“While we studied whether brands used suitable go-to-market strategies, we discovered that although all brands have unique patterns, they often use similar media strategies, which means that they do not get the most out of their brand pattern,” said Mr Thomaz. “According to our research, brand patterns marketers can offer new insights to illuminate their differentiated path to brand growth.”
Brand pattern Growth model and important insights
Structural modeling approaches observe unique patterns and driver relationships in the data set, were used to create the quantified brand pattern model.
“With the level of computing power and data within reach today, there is a huge opportunity to go beyond simplified marketing models such as the funnel,” said Chapman, global chief strategy -officer, um. “We need a model that embraces complexity and uses pattern recognition to define and quantify the unique nature of each brand. Our findings show that concept and exploit what makes a brand different, the most important motivation is of brand growth. This only becomes more important as AI becomes penetrating. “
The model Define relationships between 3-US and their sub-components and predicts important factors for brand growth, taking into account the multiplier effects between brand statistics. For example, when liveliness statistics consistently work with positivity, visibility statistics performed exponentially. In many cases, ‘deserved’ functioned as a catalyst to stimulate improved ‘paid’ media effectiveness.
Looking over different regions, sectors and brands, the research discovered the core insights, including:
- In the US, visibility is an important motivation in the payments and credit cards category, but the brand growth was more powered by variability than the category average. Nevertheless, most brands in the category-guided strategies use visibility where video is the #1 choice in the Mediamix.
- For the alcoholic beverage sector in Australia, the visibility was crucial for beer brands, pointing to a well -supplied category. For other alcohol such as wine and spirits, variability was a much more important engine for growth.
- In Mexico there are cereals, chocolate and cookies, important factors of incremental growth liveliness and variability. Larger brands showed a much greater contribution to the growth of these factors.
- For British health and beauty brands, variability rode around 30% of brand growth.
“With this in -depth category insights we can look at every brand and not only assess the most important growth engines, but also how it has interaction within its category and within the broader cultural spectrum. We can then build nuanced solutions to grow that brand and give it a more powerful resonance in the world, “says Mr. Chapman.
“What I like best about full -color media is that it is all fed by our people; Their deep understanding of human behavior and exceptional ability to discover insights from the data and the world around them. It is this combination of human intelligence and data that brightens up our approach, so that ordinary interactions are converted into memorable, full-color experiences, “concludes Mrs. Kingston-Brown.
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