UM introduces ‘Full Colour Media’ to redefine brand growth in AI era

Friday, 28 February 2025 00:06 - - {{hitsCtrl.values.hits}}

UM, a global media agency network of IPG Mediabrands, recently launched its new ‘Full Colour Media’ proposition and philosophy.

Full Colour Media is underpinned by a groundbreaking body of custom research on brand building in the era of AI. Conducted with over 10,000 brands and with 5 million data points, the research culminated in a bespoke ‘Brand Patterns’ marketing theory and proprietary model designed to grow and differentiate brands.

UM Colombo /The Insights Hive Ltd., Managing Director and CIO Peter Solomon said: “By embracing the distinctive patterns that set each company apart, Full Colour Media redefines brand growth in the AI era. Unlocking human creativity to create distinctiveness is more important than relying solely on statistics and algorithms. Understanding and embracing the nuances of brand visibility, vibrancy, and unpredictability in an era of algorithm-driven media can guarantee that your brand stands out rather than just blends in, spurring genuine growth and defying the “race to the mean.”

UM Worldwide makes their presence known in Sri Lankan market through their affiliation with The Insight Hive Ltd., headed by Marcom Specialist Peter Solomon.

By introducing a new set of practices, tactics, and products across UM’s global network, Full Colour Media hopes to revolutionise the way marketers build brands in the AI era and encourage a growth mindset across the entire organisation.

To find out how different networks of brand associations and behaviours — known as “Brand Patterns” — drive brand growth, which is defined by purchase intent and consideration, UM collaborated with University of Oxford’s Saïd Business School associate professor of marketing Felipe Thomaz, to analyse a dataset of over 10,000 brands over the previous three years.

According to the report, brands are more than just funnel-based; they are intricate, unique, and distinguishing patterns. The “3-Vs,” or the interdependency and synergy of measures across three essential components, give each brand a unique, nuanced pattern.

When examining whether brands were utilising effective go-to-market strategies, it was observed that, despite each brand having its own distinct pattern, many tended to rely on similar media strategies. This indicates that they may not be fully leveraging their unique Brand Patterns. Research suggests that Brand Patterns could offer marketers valuable new insights.

These deep brand and category insights will allow UM to evolve the way they help clients, drive growth for their brands. It provides a multi-dimensional understanding of how a brand is performing within the context of its category, its key growth drivers and its place within the wider cultural spectrum. This will enable UM to build the nuanced solutions that will help to grow that brand elevating UM clients’ media above the mean.

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