UM has launched a global omnichannel media planning proposition that aims to “stand against bland” in the era of AI.

The “Full Colour Media” approach seeks to move against the grain of generic algorithm-driven media planning and towards recentring brand-driven advertising at the heart of media.

It is underpinned by a new body of custom research developed in partnership with University of Oxford’s Saïd Business School professor Felipe Thomaz.

UM analysed a dataset of over 10,000 brands over the past three years with the aim of identifying how unique networks of brand associations, dubbed “brand patterns”, drive brand growth through increased purchase intent and consideration.

Each brand was found to have its own unique brand pattern, informed by an interdependency of various metrics across what UM calls the “3 Vs”: visibility (eg. attention and ad awareness), vibrancy (eg. social engagement, word of mouth) and variability (eg. differentiation through customer intrinsic value).

Read more in The Media Leader.