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.
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