DDB Worldwide Launches First-of-its-Kind "Feels Barometer" to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands
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The Feels Barometer, created in partnership with insights agency TRA, leverages cutting-edge projective techniques. Here's an overview of the research behind it:
The study uncovered both global emotional trends and the significant regional nuances that shape behavior. While universal insights, such as the global appeal of "getting a good deal," emerged, the Feels Barometer underscores the importance of tailoring campaigns to resonate within specific cultural contexts. By aligning with the unique emotional drivers of diverse audiences, the Feels Barometer empowers both global brands navigating local markets and single-market brands to better understand the shared values and distinctions across subcultures and demographics.
Here are some insights our research uncovered:
"As creatives looking to connect brands with people in the most meaningful ways, we are constantly looking to better understand how people feel. Feel about the world, their lives, and the brands that should serve them. The Feels Barometer supercharges our ability to understand the deepest emotional insights and how people genuinely feel about the things that matter most to them. Simply put, it's a game changer for us," said Chaka Sobhani, Global President & Chief Creative Officer, DDB Worldwide.
The Feels Barometer will be integrated into DDB's strategic and creative process globally, as part of DDB's proprietary AI tool stack – RAND DDB, helping brands design campaigns that don't just attract eyeballs but capture hearts. DDB's clients will have access to deep-dive reports, interactive workshops, and bespoke applications of the tool tailored to their industry.
In the battle for consumer attention, the most valuable real estate isn't a media buy—it's a lasting emotional memory. The Feels Barometer is here to help brands claim their share of heart.
To learn more about DDB, visit us online at DDB.com or follow us on LinkedIn for more Feels Barometer insights.
ABOUT DDB WORLDWIDE
At DDB Worldwide (www.ddb.com), we believe in the unreasonable power of emotional creativity to move people, business, and culture. As one of the world's leading advertising and marketing networks, we combine creative excellence with strategic effectiveness to deliver measurable business results.
Our effectiveness is reflected in industry recognition, including 2023 Global Network of the Year by Cannes Lions, D&AD Agency Network of the Year (2021–2023), and #2 in the 2024 Effie Global Best of the Best. We have also ranked as a Top 3 Global Network on WARC for 13 of the last 16 years.
With 140 offices in 60+ countries, we partner with leading brands such as MARS, McDonald's, Molson Coors, Volkswagen, Amazon, Unilever, JetBlue, Adidas, PlayStation, and the U.S. Army to build meaningful consumer connections that drive sustained growth.
Founded in 1949, DDB is part of Omnicom (NYSE: OMC).
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