Singapore – UM, a global media agency network under IPG Mediabrands, is challenging brands to be distinct and evade blandness with the launch of its ‘Full Colour Media’ strategy.
Urging brands to take a more vibrant approach to media, UM’s ‘Full Colour Media’ is an omni-channel planning proposition and philosophy that aims to change the agency’s mindset and behaviours towards marketing and branding.
The new proposition includes the use of artificial intelligence (AI), which can have a normative nature if not trained effectively. UM’s new model provides insights on how marketers can apply the distinct qualities of a brand when using AI, making it effective and efficient.
The proposition is backed by research on brand-building, which analyses unique brand patterns to identify nuances in brand behaviours. UM collaborated with Felipe Thomaz, associate professor of marketing at the University of Oxford.
Insights gained from the study allowed UM’s model to predict key components of brand growth, helping marketers tailor solutions for brands.
“Full Colour Media is an omni-channel planning proposition designed to combat the existential threat of brands becoming bland. It unlocks the power of human ingenuity in a world where AI’s normative mechanic threatens not just a race to the bottom, but a race to the mean. To win the growth race for our valued clients, we need strategies that ‘Stand Against Bland,” Susan Kingston-Brown, global brand president at UM, said.
“This new approach seamlessly blends the visibility of high-quality media impact with the vibrancy and variability of smaller, deeper touchpoints, creating a spectrum of media stories that come together to drive brand growth. In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision-making to drive real ‘difference’ and brand growth,” Kingston-Brown said.
“Before we push the AI button, we must understand exactly what differentiates a brand so that we can train that AI to work effectively for us and make a Stand Against Bland,” continued Kingston-Brown. “Brand patterns enable us to understand the complexity, nuances and uniqueness of every brand – allowing us to elevate and distinguish them within their category – ensuring our communications deliver a disproportionately positive effect in market,” she added.
“This is a game-changer for our clients and for the industry as a whole. UM’s Full Colour Media approach is a powerful example of how the network is driving innovation in the media landscape. By embracing the power of data and human ingenuity, UM is not only helping brands stand out in a crowded marketplace but also shaping the future of brand building,” Leigh Terry, CEO of IPG Mediabrands APAC, commented.
“With the level of computational power and data at our fingertips today, there is a huge opportunity to go beyond simplified marketing models like the funnel. We need a model that embraces complexity and leverages pattern recognition to define and quantify the unique nature of each brand. Our findings demonstrate that understanding and exploiting what makes a brand different is the number one driver of brand growth. This will only become more important as AI become more pervasive,” Dan Chapman, global chief strategy Officer at UM, said.
