Lodestar UM, a global media agency network under IPG Mediabrands, has launched its new marketing philosophy and campaign, 'Full Colour Media,' designed to transform the way brands are built in the era of artificial intelligence (AI). The initiative seeks to address the increasing challenge of brands becoming indistinguishable in a world where AI's influence on media strategies is rapidly growing.
“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’,” said Susan Kingston-Brown, Global Brand President, UM.
The strategy integrates high-quality media visibility with smaller, more targeted touchpoints to drive brand growth in a more dynamic and differentiated way. “In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision making to drive real 'difference' and brand growth,” Kingston-Brown continued.
Central to the initiative is proprietary research conducted by Lodestar UM, involving data from over 10,000 brands and five million data points. The research led to the creation of a bespoke marketing theory called ‘Brand Patterns’, which identifies how unique brand behaviours can be harnessed to drive growth in an increasingly AI-dominated media landscape.
“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.”
Professor Felipe Thomaz, Associate Professor of Marketing at the University of Oxford’s Saïd Business School, collaborated with Lodestar UM on this research. Together, they examined how the unique networks of brand associations and behaviours, termed ‘Brand Patterns’, influence brand growth. Their findings concluded that brands are not simply funnel-driven but operate within complex, differentiated patterns. These patterns are determined by three essential components, known as the “3-Vs”:
- Visibility: Includes metrics such as Attention and Ad Awareness, accounting for 64% of brand growth.
- Vibrancy: Metrics like Social Engagement and Word of Mouth, which play a crucial role in brand relevance (11%).
- Variability: Measured by factors like Positive Impression and Quality, this component drives incremental growth and differentiation (25%).
“As we studied whether brands were using suitable go-to-market strategies, we found that even though all brands have unique patterns, they are often using similar media strategies, meaning they are not making the most of their Brand Pattern,” said Thomaz. “According to our research, Brand Patterns can provide marketers with new insights to illuminate their differentiated path to brand growth.”
The resulting Brand Pattern Growth Model uses structural modelling techniques to define and quantify the relationships between the 3-Vs and predict key growth drivers. One key insight from the research was the interaction between Visibility and Vibrancy metrics. In many cases, earned media acted as a catalyst to amplify the effectiveness of paid media, showing that organic engagement can enhance the impact of advertising.
The research also examined how different industries leverage the 3-Vs to drive brand growth across various markets:
- In the US, Visibility was a key driver for Payments Services and Credit Cards, but for some brands, Variability was more influential than the industry average.
- In Australia, beer brands within the Alcoholic Drinks sector benefited significantly from Visibility, while wine and spirits brands saw more growth from Variability.
- In Mexico, Vibrancy and Variability were crucial for driving growth in categories like Cereals, Chocolate, and Biscuits.
- In the UK, Health and Beauty brands saw a significant contribution to growth from Variability.
Dan Chapman, Global Chief Strategy Officer at UM, pointed out that these insights could allow brands to better assess their position within their category and tailor solutions that resonate more effectively with consumers. “What I love most about Full Colour Media is that it’s all fuelled by our people; their deep understanding of human behaviour and exceptional ability to uncover insights from the data and the world around them. It’s this combination of human intelligence and data that brightens our approach, transforming ordinary interactions into memorable, full-colour experiences,” concludes Kingston-Brown.
