IPG Mediabrands launches 'THE D100'; Google, Amazon & Samsung top list of the world's most dynamic brands
To construct the D100, over 10,000 consumers were surveyed across four global regions in five major markets including the United States, United Kingdom, Germany, China, and India. Consumers were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined
IPG Mediabrands, the media holding arm of Interpublic Group, in partnership with Jonah Berger, Associate Professor, The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On, has launched the inaugural D100, ranking the 100 most dynamic companies in the world using new world metrics.
To construct the D100, over 10,000 consumers were surveyed across four global regions in five major markets including the United States, United Kingdom, Germany, China, and India. Consumers were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined. Global brands were defined by large, multinationals that had at least some presence in multiple key markets (e.g., Coca-Cola, Nike and BMW). Market-specific brands were smaller brands that may only be present in a single market (e.g., Royal Mail - UK or Hajmola – India).
The Top 10 Most Dynamic Brands In The World Are:
1. Google 2. Amazon 3. Samsung 4. Nike 5. Intel 6. NASA 7. BMW 8. Mercedes-Benz 9. Audi 10. Lenovo
“The D100, along with the data that we’ve collected to identify the world’s most dynamic brands is incredible. The dynamic score and new world brand metrics that we’ve defined enables IPG Mediabrands to help brands to become truly dynamic and evolve at the pace of consumers,” says Henry Tajer, Global CEO at IPG Mediabrands.
The dynamic score is comprised of four key dimensions to calculate and determine brand dynamism, as opposed to traditional “old world” measures, such as brand awareness and brand value.
The D100 marks the first time that brand success is measured with new world metrics, specifically:
Agility: the degree to which brands adapt to changing market conditions.
Responsiveness: the degree to which a brand listens and responds to customer needs and feedback
Innovation: the degree to which brands leverage new technology and creates innovative products and services
Sociability: How large and engaged a brand’s audience is on social media.
Data on the first three dimensions (Agility, Responsiveness, and Innovation) were collected through consumer perceptions and the fourth, Sociability, was collected through social media data across Facebook, Twitter and Weibo. Each dimension was z-scored and then averaged together to form a brand’s overall dynamic score.
Jonah Berger, Associate Professor of Marketing at the University of Pennsylvania said, “In partnership with IPG Mediabrands, we applied a rigorous and comprehensive methodology that showcases which brands are driving the future. Ultimately, it is not just about being relevant today; it’s about being transformative tomorrow.”
At its core, the research shows that the world has fundamentally changed. Being the largest and oldest brand used to guarantee continued success. Yet, in today’s fast-paced, socially connected marketplace, it is not just a brand new world, it is a new brand world, with these four metrics serving as the underpinnings for brand vitality and perpetual growth.
Throughout the D100, there is a clear and positive relationship between the dynamic score and company’s performance. Dynamic brands, defined as brands that scored one standard deviation above the mean in dynamism, had 2.7% higher percentage Q4 revenue growth from 2014 to 2015. While this percentage may not seem significant on its own, the average revenue growth across brands, generally, is only 4.4%. The relationship between dynamism and revenue growth persists even when controlling for more traditional brand metrics such as brand awareness and size. This suggests that brand dynamism drives future performance above and beyond more traditional brand measures. The relationship between dynamism and revenue growth is particularly driven by the Agility dimension and somewhat by the Sociability dimension. Agile companies also have a higher market cap.
Mat Baxter, Global Chief Strategy and Creative Officer said, “This is a hugely important study because it clearly demonstrates the urgent need for brands to move away from outdated brand measures and embrace the dynamic score – something that we’ve proven is tightly correlated with the future revenue growth and momentum of companies.”
The inaugural D100 Award was awarded to Google, the world’s most dynamic company and presented to Eric Schmidt, Executive Chairman, Alphabet Inc. (Google’s newly formed parent company) at the 63rd Cannes Lions International Festival of Creativity in Cannes France.
Interestingly, the Top Ten most dynamic brands for the Indian market are:
1. Google
2. Disney
3. Amazon
4. BMW
5. Amul
6. Nike
7. Audi
8. Facebook
9. Flipkart
10. Cadbury
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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