NEW YORK, Oct. 31, 2017 /PRNewswire/ -- Y&R's BAV®
Group announced today the launch of BAVSocial™, a proprietary model
that measures the influence of social media on long-term brand
performance in the marketplace. The new model brings together
hundreds of social listening metrics and links them with the
BrandAsset ValuatorⓇ, a renowned brand model and expansive database
of consumer brand perceptions. Kyle
Boots will lead the unit as Director of Social Analytics and
Insights, reporting to BAV Group CEO, Michael Sussman, PhD.
BAVSocial™ introduces four key social metrics that quantify a
brand's equity and influence in the social landscape. Just as BAV
brand metrics are used to identify and manage brand challenges and
opportunities, the BAVSocial model extends these insights to build
social marketing strategies that lead to long-term brand
health.
"In a sprawling online world of content, most traditional
social listening passively pipelines data and stops there.
With BAV's robust data and our unique analytic approach, BAVSocial
melds the social dynamics taking place today with a deep
understanding of what it takes to build brands. Together, we can
capture the full cultural power of a brand," said Sussman.
The model measures real-time conversation and engagement across
social communities; blogs; news; forums; and search patterns.
BAVSocial was developed in partnership with data leaders including
IBM Watson, Pulsar, and Crimson Hexagon, and employs advanced IBM
Watson machine-learning algorithms to reduce noise and improve
conversation targeting.
"BAVSocial takes everything we know about a brand's equity and
links it to what we know about a brand in the social universe.
Aligning BAV's 24 years of data against the real-time flow of
social engagement metrics enables our clients to be smarter, more
creative and effective in how they engage with customers," said
Boots.
The model will be rolled out globally as a strategic and
creative tool for clients, launching first across North America and Europe.
ABOUT BAV GROUP
Y&R's BAV Group is a global consultancy with expertise in
consumer insights and brand marketing strategy. Using BrandAsset®
Valuator, a proprietary brand management tool and global database
of consumer perceptions of brands, BAV informs strategic and
creative solutions that drive business results. Over 24 years, BAV
has captured data and insights from more than 1.5 million consumers
across 56,000 brands in 52 countries around the world, evaluating
72 brand image and equity dimensions that matter. Y&R's BAV
Group also produces the Best Countries report, an annual ranking
and data analysis of 80 countries around the world, in partnership
with US News and World Report and The Wharton School. Visit
yr.com/bav to learn more.
ABOUT Y&R
Y&R is one of the leading and most iconic global advertising
agencies. We operate as a Global Boutique, connecting deep insights
from local business needs and consumers with strategies and
objectives that travel across borders. United by a global
infrastructure and common tools and technology, all our clients
have access to people and resources from everywhere in our network.
Y&R has 189 offices in 93 countries around the world, with
clients that include Bel Brands, Campbell's Soup Company, Colgate-Palmolive,
Danone, Dell, Telefonica and Xerox, among many others. Y&R is
part of WPP (NASDAQ: WPPGY).
Contact:
Jodi Lefkowitz
212-210-4651
jodi.lefkowitz@yr.com
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SOURCE Y&R