By: Aleksandar Đorđević, Executive Director for Innovation and Strategy of UM for Southeast Europe
UM Worldwide, a global media agency network within IPG Mediabrands, recently introduced a new, innovative approach to brand communication called “Full Color Media“. This methodology was designed as a response to the challenges of modern times and allows brands to stand out in an era dominated by algorithm-driven advertising and the increasing influence of artificial intelligence.
Research as the foundation of an innovative approach to brand building
“Full Color Media” was developed based on extensive research conducted in partnership with academics from Oxford University. A data analysis of over 10,000 brands over three years showed that traditional communication and media planning models are increasingly moving away from the real needs of consumers and brands.
On one hand, the research found that brands reflect complex, unique, and differentiating patterns, which tells us that they can no longer rely on the usual approach to connecting with consumers, the so-called “funnel” model. On the other hand, it also showed that each brand has its own pattern shaped by the interdependence and synergy of metrics through three key components, “3-V”:
- Visibility: includes metrics such as attention and awareness of recognizable advertising content and is the main driver of brand growth (64%).
- Vibrancy: is measured through interactions and engagement on social networks, brand mentions, and recommendations. This set of metrics ensures brand relevance through its connection to cultural context and significantly influences the speed of growth (11%).
- Variability: contains metrics such as positive impression and perception of quality. It is key for incremental growth (25%) and differentiation by generating essential value for the consumer.
A unique recipe for growth within each category
The extensive research conducted in a large number of markets and which covered different sectors and brands, provided us with very useful and interesting insights that can serve us. Here are just a few examples:
- In the US, “Visibility” is an important driver in the payment services and credit cards category, but the growth of brand XY was driven by “Variability”.
- In Mexico, in the cereals, chocolates, and cookies category, the key drivers of incremental growth are “Vibrancy” and “Variability”.
- For British brands in the health and beauty category, “Variability” was responsible for about 30% of the growth.
Thanks to this comprehensive research, “Brand Patterns Models” were created that recognized the unique patterns and relationships of the 3-V drivers and predicted the most effective way and direction for further brand growth. In addition, such a detailed insight into different categories allows us to not only assess the key growth drivers for each brand but also how it correlates within its category and the wider cultural spectrum.
The synergy of unique human creativity and AI
“Full Color Media” puts human creativity in focus, using UM’s “Brand Patterns” brand growth model, enabling a deeper understanding of complexity and providing a framework for strategic, bold, and unique communication solutions that bring long-term growth.
It is with such an understanding of the uniqueness and growth drivers of each brand that we can most effectively use the latest AI technologies integrated into our key tools.
For us at UM, this represents a revolution in the way we approach media and brand building. “Through Full Color Media,” we enable brands to present themselves in all their colors and strategically use what makes them special. Our goal is to recognize and highlight the full potential of each brand and, through a personalized approach, create campaigns that are both analytically grounded and inspiring.
