Allison+Partners Launches Cultural Relevance Measure

Marcoms agency Allison+Partners has launched a methodology called Brandgeist IQ (BGIQ), to measure the real-time cultural relevance of brands.

Part of the Stagwell network of marcoms companies, Allison+Partners is organized around five practices: Consumer Brands, Corporate, Reputation Risk + Public Affairs, Health, and Technology, and the agency's Marketing Innovation Team combines brand strategy, integrated marketing, creative, research and measurement expertise into one offering, working across these five practices. Last year, the business launched a service called Connected Thought Leadership (CTL), which uses research, 'narrative discovery' and messaging sessions, and communications to help CEOs and other leaders 'stand out in competitive environments'.

The new BGIQ approach combines a number of data indicators into a single score to demonstrate a brand's cultural relevance. Brands receive a score from 1 to 100 that assesses how well they perform against five indicators: 'plugged into pop culture', 'disrupting the norm', 'living with purpose', 'always inclusive', and 'modern and on-trend'. Once scored, brands can work with Allison+Partners to use the results to inform campaign planning and develop marketing and PR programming, with the aim of creating 'greater cultural relevance'.

To build BGIQ's proprietary model, the firm teams collaborated with consumer and market intelligence firm NetBase Quid. Lisa Rosenberg (pictured), Partner + President, Consumer Brands, comments: 'We believe brands must live at the intersection of culture and commerce to achieve success, and we do so by collaborating with our clients to create cultural moments, surface meaningful brand truths, and leverage and tap into pop culture. We developed Brandgeist IQ to expand our reach to any brand looking to build and maintain cultural relevance, and ultimately drive more brand love'.

Web site: www.allisonpr.com .