UM unveils Full Colour Media strategy to reignite brand growth

UM, the global media agency network under IPG Mediabrands, has unveiled its Full Colour Media proposition, aiming to transform how brands grow in the era of artificial intelligence (AI). With a call to "Stand against bland," the new philosophy seeks to combat the risks posed by AI's tendency to drive brands towards mediocrity.

Full Colour Media "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," said Susan Kingston-Brown (pictured, left), global brand president at UM, in a press release.

It introduces an omni-channel approach, focusing on driving brand growth through a combination of high-quality visibility and deeper, more meaningful touchpoints, she added. "In a world dominated by algorithm-driven media, it challenges outdated linear models and black-and-white decision making to drive real 'difference' and brand growth."

This fresh perspective is anchored in a pioneering body of research, conducted in partnership with associate professor Felipe Thomaz of the University of Oxford's Saïd Business School. The research analysed over 10,000 brands and 5 million data points to develop a bespoke "Brand Patterns" model.

The research reveals that brands should not be viewed through a simple funnel but understood through unique, complex patterns of associations. These patterns, driven by the "3-Vs" (visibility, vibrancy, and variability) form the core of UM's growth model. The findings indicate that visibility is the dominant factor for brand growth (64%), with vibrancy (11%) and variability (25%) playing crucial roles in enhancing brand relevance and differentiation.

Don't miss: Kasper Aakerlund exits UM APAC

For instance, in the U.S. payments sector, variability drives more brand growth than visibility, despite the latter being the dominant strategy. In Mexico, larger brands in sectors like cereals and chocolate benefit from both vibrancy and variability.

The research, spanning over three years (May 2021 to April 2024), analysed data from 17 countries, incorporating YouGov brand tracking, social listening, Google trends, and media spend.

"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," noted Thomaz.

The Full Colour Media model incorporates these insights to drive more effective use of AI in marketing, allowing brands to tailor their strategies to their unique patterns rather than follow generic approaches.

Leigh Terry (pictured, right), CEO of IPG Mediabrands APAC, hailed the launch as a game-changer for both clients and the industry. "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," he said.

"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," said Dan Chapman, UM's global chief strategy officer. "We need a model that embraces complexity and leverages pattern recognition to define and quantify the unique nature of each brand."

Related articles:
IPG Mediabrands appoints James Hawkins in newly created role
IPG Mediabrands MY names new chief investment officer
UM names Ben Crawford as new CEO for Greater China