Lodestar UM, a global media agency under IPG Mediabrands, has introduced its new ‘Full Colour Media’ philosophy to redefine brand building in the AI era. This omni-channel planning approach focuses on combating brand blandness by blending human creativity with data-driven insights, encouraging a mindset of growth across its global network.
“Full Colour Media challenges the race to mediocrity in AI-driven media by unlocking strategies that stand against bland,” said Susan Kingston-Brown, Global Brand President, UM. The approach integrates high-impact media with vibrant, nuanced touchpoints to drive brand growth and differentiation.
Backed by groundbreaking research analyzing over 10,000 brands and 5 million data points, Lodestar UM’s ‘Brand Patterns’ theory identifies unique networks of brand behaviors and associations. The model, rooted in the “3-Vs”—Visibility, Vibrancy, and Variability—unveils how these components synergize to drive purchase intent and consideration.
“This is a game-changer for brands navigating the evolving AI landscape,” said Aditi Mishra, CEO of Lodestar UM. “Our approach combines human ingenuity with advanced data insights to help brands unlock their unique formula for growth.”
Collaborating with Oxford’s Saïd Business School, the research highlights how nuanced strategies aligned with a brand’s unique pattern can boost marketing efficacy. Key insights reveal growth trends across categories like Payments, Alcohol, and Health & Beauty, demonstrating how tailored strategies amplify impact.
“This is about embracing complexity and turning ordinary interactions into vibrant, memorable experiences,” concluded Kingston-Brown.