GALE is now the largest agency to have committed to refusing work with fossil fuel companies.
CANNES, France, June 20, 2023 /PRNewswire/ — GALE CEO Brad Simms took to the stage today at The Next Level Climate Summit at Cannes Lions 2023 to announce the agencies will sign the Clean Creatives pledge, making GALE the largest agency to commit to refusing work with fossil fuel companies.
With its global workforce of 750+ with people in New York, Toronto, Bengaluru and more, GALE’s pledges guarantee that the agency will decline any future contracts with fossil fuel companies, trade associations, or front groups.
“GALE signing the Clean Creatives pledge is a commitment to the most important thing we have: our planet. Refusing to work with fossil fuel companies is the least we can do to support our future. This pledge represents our commitment to sustainability and progress in climate change and we hope it inspires other agencies to do the same,” Brad Simms, CEO, GALE.
“GALE’s commitment to not work with fossil fuel companies shows that creative leadership and climate leadership go hand-in-hand. Great agencies are grounded in great talent, and pledging to not work with major polluters is a crucial part of providing an environment where young creatives can thrive. We are grateful to GALE’s leadership on this urgent issue, and I hope that others follow their lead.” Duncan Meisel, Executive Director, Clean Creatives.
Advertising and PR industry campaign group, Clean Creatives, is an ongoing movement calling for an industry-wide refusal to work with fossil fuel corporations. The campaign aims to increase awareness of the harmfulness of greenwashing strategies deployed by fossil fuel companies and the agencies working with them while uniting industry professionals. There are over 600 agencies, creatives and freelancers globally that have committed to the Clean Creatives pledge.
The GALE pledge announcement was during the ‘The Power of Coming Clean: Agency CEOs on the Clean Creatives Pledge at the Next Level Climate Summit’ event hosted by Meisel, which explored how the pledge can empower industry leaders by becoming part of a wider community of agencies refusing work from Big Oil.
The event was part of a day-long programme of activity at the Next Level Climate Summit produced in partnership between Clean Creatives, Creatives for Climate, the Embassy of Dutch Creativity, Purpose Disruptors, and Scope3 to focus on the strategies and teams that will make the creative industry a leader in transforming the culture of the climate conversation.
To join GALE in signing the Clean Creatives pledge, visit cleancreatives.org.
About GALE
GALE is a Business Agency. Founded in 2014, the agency currently has offices in New York, Singapore, Toronto, Denver, Los Angeles, London, Austin, Kansas City and Bengaluru. GALE has received top industry awards including Ad Age’s A-List, Ad Age’s Data & Analytics Agency of the Year, Adweek’s Fastest Growing Agency and Adweek’s Breakthrough Media Agency of the Year. For information on GALE, its customer data platform Alchemy™ and its consumer research capability ASK GALE, visit: https://gale.agency/.
About Clean Creatives
Clean Creatives has mobilised over 600 agencies and 2000 individuals to pledge not to work with fossil fuels, including Top 150 UK-ranked Hope&Glory, strategic design studio Bruce Mau Design, global creative services company The Moon Unit, and TRIPTK from the holding group Havas, brand commitments range from Everlane to Gentleman Farmer to S’well and more.
Clean Creatives created an open letter signed by 273 creative professionals under 30 who promised they would not work for fossil fuel clients. In partnership with the Union of Concerned Scientists, Clean Creatives also released a letter from 450 scientists condemning the advertising and PR industry’s work with fossil fuels.
Clean Creatives Website: cleancreatives.org
Clean Creatives Twitter: @CleanCreatives
Clean Creatives Instagram: @clean_creatives
Clean Creatives Executive Director Duncan Meisel Twitter: @duncanwrites
CONTACT
Lindsay Bennett
lindsay.bennett@galepartners.com
917 497 5582
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Bonjour! We were at Cannes LIONS, hitting the Palais and fringe stages, working hard to bring you fresh insights every day of the festival. On the first day of Cannes, Maria Sharapova, Alan Shearer, and other sports and business legends spoke at Stagwell’s Sport Beach. Catch up on the action on LinkedIn, YouTube, and Instagram.
Let’s talk creativity at Cannes LIONS, from how creativity was rewarded to how tech can help creatives do their jobs.
- WHAT MATTERS TO JURIES NOW Hot topic on day one: How would purpose be rewarded? This year, award juries could weigh the emotional impact of ads with their financial impact, thanks to new submission rules. Some creatives told Adweek they were hoping for “more scrutiny” on whether “purpose-based work actually drove real results for brands.” Creativity + results could be the new formula for success. DIVE DEEPER: Political Season Is in Full Swing. Brands Beware.
- BARBIE HAS A STORY TO TELL Like Margot Robbie and Ryan Gosling in spandex, creative branded entertainment is hot. Richard Dickson, president and COO of Mattel, spoke at the Palais about reinvigorating the Barbie brand ahead of the buzzy movie release in July. In an interview with WWD, he stressed “we are storytellers” who “create narratives out of our brands” and want to be “where our consumer is.” DON’T BE BORING: What an ‘MBA in Entertainment’ Can Teach Us About Brand Content
- EVERYONE IS OBSESSED WITH AI. SERIOUSLY. If ChatGPT was a real person, they’d be shmoozing at the Hotel Du-Cap, Sport Beach, and every other Cannes hot spot. What we’re obsessed with? The ocean-inspired work artists created with the help of generative AI at Microsoft Beach, done in partnership with Instrument. THE POWER OF AI: How A.I. Could Help You Craft the Perfect Media Pitch
On the Main Stage
Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS.
Carmelo Anthony spoke at SPORT BEACH about how he approaches business opportunities, his love of wine, and the current state of the NBA.
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Lee to Receive the Festival’s Inaugural ‘Creative Maker of the Year’ Award Supported by Black at Cannes
NEW YORK and CANNES, France, June 17, 2023 /PRNewswire/ — Award-winning filmmaker and cultural icon Spike Lee to Sport Beach, its flagship venue at the Cannes Lions International Festival of Creativity – the largest gathering of the advertising and creative communications industry – for a special conversation with Jordan Brand Chief Marketing Officer Shannon Watkins. Sport Beach is built for brands, platforms and athletes to tap into the cultural zeitgeist of sport and explore the power of fandom.
Led by Damaune Journey, global chief growth officer at 72andSunny, a premier global creative agency in Stagwell’s network, “Spike Lee’s Influence: The Intersection of Creativity, Sport, and Culture” will feature a candid talk with the creative genius-turned-advertising darling through the lens of his iconic commercials, and his role as a filmmaker and cultural icon.
Shannon Watkins and her team oversee brand strategies and campaigns for Jordan Brand, which has a deep and rich history with Lee. A 20+ yr. veteran in the brand world, Shannon is also a leader for diversity and inclusion within the marketing and advertising industry, has been named one of Adweek’s Most Powerful Women in Sports, and is the winner of a Clio and a Cannes Lion award.
“We could not be more honored to host a talk with award-winning filmmaker, culture creator, and sports icon, Spike Lee. His creative genius is unquestioned and his impact on the sports marketing landscape is profound. Paired with Shannon Watkins, a marketing expert and industry juggernaut, attendees are in for a real treat,” said Journey.
The session will take place at 1:30-2:30 p.m. on Thursday, June 22, on the Sport Beach main stage. A valid pass to Sport Beach is required for admission.
About Stagwell
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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AMERICANS OPPOSE ELECTRIC VEHICLE MANDATES
NEW YORK and CAMBRIDGE, Mass., June 16, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW) today released the results of the June Harvard CAPS / Harris Poll, a monthly collaboration between the Center for American Political Studies at Harvard (CAPS) and the Harris Poll and HarrisX.
President Joe Biden’s approval rating remains at 43% and Donald Trump continues to lead their 2024 matchup, by 6 points this month. The poll covers public opinion on the Trump federal indictment, electric vehicles and policy issues like parental rights. Download key results here.
“Americans remain politically split 50-50 but just about 100% are unhappy with the direction of the country, the economy, and their political leaders,” said Mark Penn, co-director of the Harvard CAPS / Harris Poll and Stagwell chairman and CEO. “Biden’s approval is frozen in place despite the debt ceiling deal and a recovering stock market; yet Trump’s numbers are also unshaken after an unprecedented federal indictment.”
AMERICANS THINK THE CASE AGAINST TRUMP IS STRONG BUT WANT A PARDON
- 58% of Americans think the case against Trump is strong, including 85% of Democrats, 60% of Independents, and 30% of Republicans.
- Voters are split 51-49, down party lines, on whether Trump’s indictment is reason to withdraw from the 2024 race.
- If Trump is convicted, 53% of voters – driven by 80% of Republicans – support pardoning him in the interest of national unity.
MORE VOTERS PREFER TO LIVE IN A STATE WITH A REPUBLICAN-LEANING SLATE OF POLICIES
- 64% of voters say they would want to live in a state that cuts taxes, encourages public charter schools, does not allow gender surgery for minors, and restricts most abortions after six weeks.
- By contrast 66% of voters – including a majority of all parties – say they would not want to live in a state that has increasing taxes, restricts legal gun ownership more strictly, allows abortion up to 9 months, allows minors to get gender surgery without parental permission, encourages undocumented immigrants, and allows felons to vote.
TRUMP AND BIDEN STRENGTHEN THEIR 2024 POSITIONS
- Even after the indictment, 59% of Republicans would choose Trump in a GOP primary and he would beat Biden in a general election 45-39 (one point closer than last month).
- Biden has strengthened his position with 62% support among Democratic voters in a primary – but Robert F. Kennedy, Jr. is in second at 15% and his personal favorability rating is 21 points above water.
AMERICANS OPPOSE ELECTRIC VEHICLE MANDATES
- Americans are split 50-50 on supporting the $7,500 tax credit subsidy for an EV purchase.
- 59% of voters oppose government regulations that would require at least half of all cars sold in the U.S. by 2030 to be electric.
- Americans still like gas cars: 64% think they are better vehicles than EVs.
- Voters are split on the net climate effect of EVs: Half of Americans, including most Republicans and Independents, think EVs produce just as much pollution through the car battery mining and production process.
AMERICANS SATISFIED WITH SCHOOLS BUT WANT STRONGER PARENTAL RIGHTS
- 74% of parents with school-aged children, including majorities of all parties, think schools are respecting their rights as parents.
- 77% of voters oppose a law in their state that would allow minors to get gender-changing surgery and puberty blockers without parental permission, including 66% of Democrats and 87% of Republicans.
The June Harvard CAPS / Harris Poll survey was conducted online within the United States from June 14-15, 2023, among 2,090 registered voters by The Harris Poll and HarrisX. Follow the Harvard CAPS Harris Poll podcast at https://www.markpennpolls.com/ or on iHeart Radio, Apple Podcasts, Spotify, and other podcast platforms.
About The Harris Poll & HarrisX
The Harris Poll is a global consulting and market research firm that strives to reveal the authentic values of modern society to inspire leaders to create a better tomorrow. It works with clients in three primary areas: building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. One of the longest-running surveys in the U.S., The Harris Poll has tracked public opinion, motivations, and social sentiment since 1963, and is now part of Stagwell, the challenger holding company built to transform marketing.
HarrisX is a technology-driven market research and data analytics company that conducts multi-method research in the U.S. and over 40 countries around the world on behalf of Fortune 100 companies, public policy institutions, global leaders, NGOs and philanthropic organizations. HarrisX was the most accurate pollster of the 2020 U.S. presidential election.
About the Harvard Center for American Political Studies
The Center for American Political Studies (CAPS) is committed to and fosters the interdisciplinary study of U.S. politics. Governed by a group of political scientists, sociologists, historians, and economists within the Faculty of Arts and Sciences at Harvard University, CAPS drives discussion, research, public outreach, and pedagogy about all aspects of U.S. politics. CAPS encourages cutting-edge research using a variety of methodologies, including historical analysis, social surveys, and formal mathematical modeling, and it often cooperates with other Harvard centers to support research training and encourage cross-national research about the United States in comparative and global contexts. More information at https://caps.gov.harvard.edu/.
Media Contact:
Sarah Arvizo
pr@stagwellglobal.com
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By: Ray Day
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We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded June 9-11):
WEEKLY WORRIES ABOUT ECONOMY UP AGAIN
Today, 87% of Americans are concerned about the economy and inflation – up 2 points from last week and higher than December’s 82% rate.
- 83% worry about a potential U.S. recession (up 3 points)
- 73% about affording living expenses (up 6 points)
- 77% about political divisiveness (up 3 points)
- 84% about U.S. crime rates (up 3 points)
- 68% about the War on Ukraine (up 2 points)
- 56% about a new COVID-19 variant (up 2 points)
- 48% about losing their jobs (up 4 points)
AI HUMAN VERSUS MACHINE
While many people are focusing on AI as a technology, the real opportunity is about people, according to Stagwell’s National Research Group’s new “The AI-Powered Human” report. The research identifies five key areas of daily life in which consumers see the most benefit from the combination of human + machine:
- AI as a personal admin – to aid with daily productivity, travel, shopping, automotive and kids.
- Building productivity at work.
- Improving creativity and self-expression – especially for social media, art and music.
- Connecting with others – particularly for community engagement and dating.
- Wellbeing and personal development – especially in healthcare and education.
- Yet consumers are skeptical about the application of AI in areas of their lives driven by emotion and human connection – especially journalism, politics and the legal industry.
JOB HUNTING A PAIN FOR COLLEGE GRADS
Job hunting is becoming increasingly unpleasant and taking longer, according to our Harris Poll survey with TIME.
- Job hunting is most problematic today for people with a college degree: 51% of job seekers with bachelor’s degrees who had at least one interview completed the interview process without receiving an offer. That compares with 35% with a high school diploma.
- Those with a bachelor’s degree (41%) also are more likely than those with a high school diploma (33%) to be asked to complete a job skills assessment; to be asked to do a one-way interview (37% for college grads versus 23% for those with a high school diploma) in which they record themselves answering pre-set questions; and to report inconsistencies (38% for college grads versus 16% for those with a high school diploma) between the job requirements and salary range listed in the posting versus what they were told later on in the interview process.
CAPITALISM QUESTIONED
Is capitalism still working? That’s the question The Harris Poll and Forbes asked in a new survey on “the State of American Capitalism.” Among the insights:
- 46% of Americans believe that capitalism is headed in the wrong direction.
- 62% say it particularly isn’t working for younger generations as it did for older ones.
- 62% agree that capitalism isn’t allowing Americans to meet their basic needs – jumping to 66% among Gen Z, 65% among women and 65% among people of color.
- That said, 70% say that, while capitalism isn’t perfect, it’s still the best option.
- 58% feel capitalism leads to innovation and creativity rather than stagnation.
- 57% say they are willing to pay more for goods and services to guarantee living wages for workers.
- See also: Madison Avenue Takes on Capitalism
EMPLOYER BRAND KEY TO A STRONG REPUTATION
A company’s employer brand – the way its culture and employee experience is perceived – has a major impact on its reputation, according to this year’s Axios Harris Poll 100 rankings.
- Consumers increasingly care about the internal workings of a company and favor those that are ethical, exhibit good citizenship and have a strong company culture.
- Patagonia, Costco, John Deere, USAA, Samsung, Honda, Chick-fil-A, Trader Joe’s, Apple and Microsoft have the best employee cultures today.
- 79% of Americans say that companies will need to rebrand and evolve to stay relevant in the coming years.
- 75% also say this should be rebranding the company’s ethics and values.
- When asked what could be done to build an employee brand, paying employees a living wage (50%) is far ahead of reward programs and employee discounts.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- Mark Penn: Political Season Is in Full Swing. Brands Beware.
- Gen Xers and older millennials really just want to go back in time to before the internet existed
- 90% of 2023 graduates think college is really worth it. Here’s why they’re right–and politicians and pundits are wrong
- More than Two-Thirds of Americans are Concerned About Germs in Indoor Spaces
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A 2023 Fast Company Most Innovative Company, Instrument unifies creative, engineering, and brand consultancy capabilities amid accelerated client growth
NEW YORK and PORTLAND, Ore., June 15, 2023 /PRNewswire/ — Stagwell‘s (NASDAQ: STGW) Instrument has unveiled a new brand positioning that unifies its award-winning product, engineering, digital design and brand marketing capabilities, and underscores its track record of helping brands such as Nike, Levi’s and Marriott reinvent through expressive and enduring digital experiences. As part of the rebrand, the agency is expanding its company leadership by announcing Laurel Burton as Instrument’s next President. Laurel will fill a critical role overseeing Instrument’s end-to-end delivery offering.
Charting Client Innovation During Critical Growth
“The era of ‘the digital agency’ is evolving as our clients increasingly understand that merely being ‘digital-first’ no longer sets them apart in an ever-connected world. In embracing this shift, we are delivering a holistic approach that combines multidisciplinary expertise to transform all brand touchpoints, fostering fully interconnected ecosystems,” explained Kara Place, CEO of Instrument. “Our agency operates under a fundamental and simple principle: that brand and experience are inseparable. We are thrilled to amplify our impact through new leadership and our new range of services.”
With Laurel Burton as Instrument’s next president and the new range of services, including Experience and Content Innovation, announced this month, Instrument demonstrates dedication to accelerating growth for the company, excellence in end-to-end delivery and an expansion of their offerings for brands and clients. As President, Laurel fills a critical role guiding the future of Instrument, overseeing strategic business leadership, nurturing client relationships, optimizing the delivery process and prioritizing excellence of Instrument’s core services.
“I have complete faith in Laurel’s ability to excel in her role as president, and we eagerly await the transformative impact she’ll continue to bring to Instrument,” says Place. “Her passion, dedication, and exceptional skills make her the ideal leader for this position, and I’m excited to see what the future holds under her guidance.”
Prior to this role, Burton served as VP of Staffing, expanding Instrument’s recruitment efforts and driving staffing strategies with the company’s holistic business objectives—producing unmatched results that delivered across individual, team and organizational priorities. She looks to bring this successful track record to her new role.
From Old to Bold: Instrument’s Energetic Shift
The agency’s rebrand embraces contrast, polarity, and bold editorial typography to reflect the multidimensionality of Instrument’s client work and its thriving, 390+-person strong, diverse staff which spans three offices in Portland, Los Angeles, and New York, and remote locations across the United States. It comes as Instrument celebrates accelerated new business momentum and talent growth, and on the heels of impactful project launches with Android, Splice, Google I/O, and more. Instrument’s refreshed website, as well as an overview of the new brand, can be found here.
“As a partner to some of the world’s most iconic brands, when it comes to our own brand identity, we’ve always exercised restraint, letting the client take center stage while our visual identity has remained subtle in the background,” added J.D. Hooge, co-founder and CCO, Instrument. “We took pride in being understated for years. But as we’ve evolved into a confident, vibrant, multifaceted organization with diverse backgrounds, interests, and talents, it feels natural to reveal and express more of our personality.”
Instrument Develops Open-Source Fonts for Google’s Ecosystem
In addition to its assets, Instrument partnered with Google throughout the rebranding process to develop a set of open-source fonts for the Google ecosystem and beyond. “Instrument Serif,” “Instrument Sans,” and “Instrument Mono” will be available on all cloud-enabled Google products. To date, Instrument Sans was served by the Google Fonts API over 2.15M times, and Instrument Serif over 1.04M times – with the latter already in use on over 720 websites worldwide. The final font, Mono, will release later this month.
Instrument has been gaining recognition in the marketing, advertising, and technology industries in recent years: in 2023, Fast Company crowned the agency one of the world’s Most Innovative Companies in the design category for its work on behalf of the Eames Institute and BankBlackUSA, and in 2022 it was honored across three categories in Fast Company’s Innovation by Design awards. Additionally, Instrument’s commitment to equity drove it to land on Fast Company’s Most Innovative Workplace for Women list in 2022. To inquire about working with Instrument, reach out to hello@instrument.com.
Press assets for the rebrand as well as Burton’s headshot can be downloaded here.
About Instrument
Instrument is a multidisciplinary creative company that redefines brands and experiences, with offices in Portland, Oregon, Brooklyn, New York, and Los Angeles, California. We are a dynamic group of creative technologists and storytellers that use the power of design and technology to co-create groundbreaking work with our clients. We connect brands like never before—helping organizations reimagine the most valuable pieces of their digital ecosystem. With deep talent in the areas of Strategy, Design, Development and Content Creation, we build modern experiences for ambitious brands.
About Stagwell
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
Press Contact:
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pr@stagwellglobal.com
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By: Ray Day
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We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded June 2-4):
WORRIES ABOUT ECONOMY IMPROVE
Today, 85% of Americans are concerned about the economy and inflation – down 2 points from last week and higher than December’s 82% rate.
- 80% worry about a potential U.S. recession (down 2 points)
- 67% about affording living expenses (down 4 points)
- 74% about political divisiveness (down 3 points)
- 81% about U.S. crime rates (down 3 points)
- 66% about the War on Ukraine (down 4 points)
- 54% about a new COVID-19 variant (no change)
- 44% about losing their jobs (down 3 points)
READY FOR A VACATION
With the arrival of warmer weather in North America and Europe, employees are turning their attention to time away. Yet, based on our Harris Poll survey with Ceridian, not everyone can genuinely unplug while they’re away from work.
- 87% of employees in the U.S., UK and Canada reported experiencing some symptoms of burnout during the past year.
- 75% of employees say taking a break improves their mental health, and 49% say it improves their physical health.
- 46% agree that a vacation improves their productivity, and 40% say it improves their job satisfaction once back to work.
- 47% disconnect from work entirely while they’re away.
- That number drops to 41% for U.S. workers compared with 51% for UK workers and 50% for Canadians.
AI TOOL VERSUS HYPE
How do businesses move past the AI hype to actual use cases? Most business leaders are ready to embrace AI and machine learning as a part of their creative arsenal, but many are unsure how to proceed. Our Harris Poll survey with Sprout Social took a look at some answers.
- 94% of business leaders say social media data and insights have a profound impact on their business priorities, such as building reputation and loyalty.
- 97% of business leaders believe AI and machine learning tools will help them analyze social media data more efficiently.
- AI tools, in particular, can be an opportunity for businesses to deliver the personalization that 54% of Americans demand – and that is even higher among Gen Z (66%) and Millennials (71%).
- 86% see AI and machine learnings implementation as critical for long-term business success.
- Yet many leaders see significant barriers to using those tools for marketing. This includes insufficient training and development (39%) for business leaders to effectively implement AI and limited organization experience with AI (37%).
CULTURE IS MORE THAN A LOGO
To create an inclusive workplace, employers must do more than adopt a rainbow logo for June, based on Harris Poll research with Glassdoor.
- 45% of LGBTQ+ employees said “being out” in the workplace could hurt their careers, including losing a job, not getting a promotion or not being selected for a project. This compares with 47% who said the same in 2019.
- 53% of LGBTQ+ employees today are concerned about their losing their jobs – compared with 42% who fear losing their jobs among non-LGBTQ+ survey participants.
- 55% of LGBTQ+ employees say they’ve experienced or witnessed anti-LGBTQ+ comments by co-workers – a slight increase from 53% in 2019.
- As our recent Axios Harris Poll 100 found, companies with the best reputations – Patagonia, Costco and John Deere – also were those with the best company culture and commitment to the employee experience.
YOUNG PEOPLE ENCOURAGE PARENTS TO SPEND THEIR INHERITANCE
Instead of protecting their inheritance, Millennials today want their parents to live and spend well, based on our Harris Poll research with Edward Jones.
- 68% of Millennials worry that their parents might not have enough money to live comfortably in retirement.
- 61% of Millennials worry about their parents becoming financially dependent on them.
- 83% report their parents’ financial security in retirement matters more to them than receiving an inheritance.
WHO’S BEST AT BUILDING BRAND FANS?
Google, Amazon, Apple, YouTube, Dawn, Android, Walmart, Netflix, Samsung and Coca-Cola are the top 10 brands when it comes to cultivating loyal and engaged fans, according to the new Fandom 50 ranking from Stagwell’s National Research Group.
- Tracked against more than 12,000 consumers, the study unpacks how brands can build their fan bases and drive lifetime loyalty.
- Brand fans are 3.5 times more likely to be vocal advocates for a brand.
- Brand fans are three times more likely to stick with a brand even if it does something they don’t like.
- Brand fandom is strongest among Millennials, who are superfans of nearly twice as many brands as Boomers.
- Emerging brand fandom stars: Tesla, National Women’s Soccer League, Bulleit Whiskey, Major League Soccer, SoFi, Mint Mobile, Method, Toyota, Mrs. Meyers, YETI, VRBO and Discord.
ICYMI
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Tesla, NWSL, Bulleit Whiskey, and MLS scored out of the top 50, but were among the brands with the strongest momentum
NEW YORK, June 6, 2023 /PRNewswire/ — National Research Group (NRG), a global insights leader at the intersection of culture, content, and technology, today released The Fandom 50, a list of the top 50 brands earning the highest scores across 18 categories included in the newly created NRG Fandex. The NRG Fandex takes a data-driven approach to measuring brand fandom through a multi-dimensional lens, conducted through a comprehensive study of 12,500 U.S. consumers.
Fandom of brands has hit critical mass, as the research concluded that 73% of U.S. adults consider themselves a superfan of at least one brand. These fans are the vital force behind brand success. Not only are they advocates, they are also part of a larger community that surrounds the brand and their loyalty is strong enough to withstand organizational missteps along the way. Validated against financial performance, NRG’s Fandex composite metric has a stronger positive correlation to revenue than any one measure, making NRG’s Fandex more predictive of revenue than usage, affinity, or likelihood to recommend alone.
Technology brands dominated the top of the Fandom 50 list, with Google (1), Apple (3), Android (6), and Samsung (9) all placing in the top 10. Amazon (2) and YouTube (4) rounded out the top five, along with one household brand, Dawn, which far outpaced the rest of the household brands despite the category being well-represented on the list.
“The Fandom 50 highlights brands that have the most powerful fandom,” said Fotoulla Damaskos, EVP, Brand Strategy and Innovation, NRG. “From tech giants leading innovation, to platforms and companies that connect people, to reliable household products, each brand on the Fandom 50 uniquely delivers on the components that culminate in brand fandom. These are brands that are committed to continually innovating and evolving in ways that surprise and delight customers, and they rally behind a mission that consumers identify with, creating a community that connects people with like minds and interests.”
Highlights from the study include:
- The Top 5 brand categories with the strongest Fandex Scores, in order, are: technology, entertainment and media, social media, household goods, and food.
- Brands are for (Millennial) lovers: Avid brand fandom is strongest among Millennials, who are superfans of nearly twice as many brands as Boomers, and of 19% more brands than Gen Z.
- Vocal in their support: Brand fans are 3.5x more likely to be vocal advocates for a brand.
- Through thick and thin: Brand fans are 3x more likely to stick with a brand even if it does something they don’t like.
- Generational divides: When isolated by generation, the list of brands with the strongest fandom shifts. The brands with the most notable shifts include:
- Gen Z – Snapchat moves 28 spots higher on the list to #13
- Millennials – Nintendo moves 16 spots higher on the list to #6
- Gen X – MLB moves 20 spots higher on the list to #30
- Boomers – Keurig moves 27 spots higher on the list to #10
- Top 50 absentees: Brand categories that were included in the overall study but absent from the top 50 list include: travel, automotive, fitness, luxury, and alcohol.
The full list of the Fandom 50 is:
- Google (Tech)
- Amazon (Retail)
- Apple (Tech)
- YouTube (Social Media)
- Dawn (Household)
- Android (Tech)
- Netflix (Entertainment)
- Walmart (Retail)
- Samsung (Tech)
- Coca-Cola (Beverage)
- TikTok (Social Media)
- Visa (Finance)
- Microsoft (Tech)
- Disney (Entertainment)
- NFL (Sports)
- PayPal (Finance)
- Chick-Fil-A (QSR/Fast Casual)
- Febreze (Household)
- Starbucks (QSR/Fast Casual)
- Marvel (Entertainment)
- Facebook (Social Media)
- Nintendo (Entertainment)
- Instagram (Social Media)
- Spotify (Entertainment)
- Clorox (Household)
- Dove (Beauty/Personal)
- Nike (Apparel)
- Crest (Beauty/Personal)
- PlayStation (Entertainment)
- Lysol (Household)
- Target (Retail)
- Gatorade (Beverage)
- Bounty (Household)
- Pepsi (Beverage)
- McDonald’s (QSR/Fast Casual)
- Tide (Household)
- Keurig (Consumer Goods)
- NBA (Sports)
- Kraft (Food)
- Rare Beauty (Beauty/Personal)
- Snapchat (Social Media)
- Heinz (Food)
- Colgate (Beauty/Personal)
- Verizon (Telecom)
- Kellogg’s (Food)
- Mr. Clean (Household)
- Pinterest (Social Media)
- Adidas (Apparel)
- Fenty Beauty (Beauty/Personal)
- MLB (Sports)
“Building an engaged and loyal fanbase has never been more important for brands who want to stand out and drive success on all metrics,” said Ryan Linder, EVP, Global Chief Marketing Officer, Stagwell. “Understanding how to build and activate your brand fans is critical, as is having a reliable and data-backed way to measure that fandom year over year. The brands on the Fandom 50 are knocking it out of the park and the insights from this research provide an incredible tool for brands ready to take their fandom to the next level.”
The research also revealed that the most dominant path to brand fandom starts with “Momentum,” which is driven by a brand’s commitment to continuous evolution, clear future vision, and innovation. Brands that harness the power of Momentum and leverage the right ingredients of fandom – community, belonging, relevance and identity – have the power to be the future leaders on the brand fandom list.
Rising brands identified as leading on Momentum but not yet in the Fandom 50 include: Tesla, NWSL, Bulleit Whiskey, MLS, SoFi, Mint Mobile, Method, Toyota, Mrs. Meyers, YETI, VRBO, and Discord.
Rooted in four decades of expertise, NRG is a tested leader on cultural and entertainment insights, fueling the post-pandemic resurgence of the film industry and informing strategy for several of the most well-known sports teams, leagues, and brands. With a unique understanding of the world’s most passionate fan bases, NRG created The Fandex to bring those insights to brands across industries, providing a new data-driven approach to understanding the brand fan ecosystems.
Brands interested in learning more about The NRG Fandex should contact fandex@nrgmr.com. NRG is part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing.
Methodology
The NRG Fandom 50 is based on an online survey of 12,509 Americans in a nationally representative sample of adults ages 18-64 fielded from April 21-May 3, 2023. The Fandom 50 ranking is based on Fandex Scores, which are a composite of three key pillars: Action (engagement and first choice in category), Alignment (passion and personal relevance), and Amplification (advocacy and buzz). The Fandex study has also identified the components that make up a multi-dimensional framework for defining brand fandom and unpacks the drivers that spark and grow a brand’s fan base, allowing brands to measure their current fan ecosystem and understand how to better activate, grow, and nurture a stronger fan network.
About National Research Group
National Research Group (NRG) is a leading global insights and strategy firm working at the intersection of culture, content, and technology. Rooted in four decades of industry expertise, the world’s leading marketers turn to us for insights that drive growth. To learn more, please visit www.nrgmr.com and follow us on LinkedIn.
About Stagwell
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
Media Contacts
NRG
Mary Moczula
mary.moczula@nrgmr.com
HUNTER
Ross Lipschultz
Fandom@hunterpr.com
Stagwell
Sarah Arvizo
pr@stagwellglobal.com
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Stagwell Marketing Cloud’s Stadium-Level Augmented Reality Platform, ARound, to Produce Custom Sport Beach App Experience for WNBA Pioneer Sheryl Swoopes
NEW YORK and CANNES, France, June 5, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW) announced its fourth slate of talent and brand partners and a custom augmented reality experience powered by the Stagwell Marketing Cloud in the lead up to Sport Beach, its flagship venue at the Cannes Lions International Festival of Creativity 2023 (Cannes Lions). Sport Beach is built for brands, platforms and athletes to tap into the cultural zeitgeist of sport and explore the power of fandom.
Sport Beach also welcomes a fresh set of athletes and notable brands partnering with Stagwell to explore how they’re bridging fandom across cultures, genders, geographies, and technologies.
Athletes
- Andy Cole (soccer) – An English former professional soccer player who played as a striker from 1988 to 2008, most known for his time with Manchester United. He is the fourth highest goal scorer in Premier League history and won 9 trophies including the Treble of the Premier League, FA Cup and UEFA Champions League in 1999.
- Julian Edelman (football) – A three-time Super Bowl winning wide receiver for the New England Patriots, he was the receiving yards leader during his victories in Super Bowl XLIX and beloved by many in New England for his ability to shine the brightest on the biggest stage. Since retiring from the NFL, Julian has kept busy as an on-air analyst covering the NFL, and starting the sports history podcast Games with Names. Julian is also a proud member of the Jewish community and has leveraged social media as a platform to be an outspoken advocate against antisemitism.
- Michael Johnson (track and field) – The best 200/400m sprinter in the history of the sport athletics. He was the first man to win both events at an Olympic Games and the first man to win consecutive gold medals in the 400m. He retired in 2000 with 12 x Olympic and World Championship gold medals. 0 x Silver. 0 x Bronze. Post athletics Johnson has taken the philosophy of success and applied it to various business ventures as well as establishing himself as a leading keynote speaker, and has received widespread acclaim as a commentator/analyst.
- DK Metcalf (football) – An American star wide receiver for the NFL’s Seattle Seahawks, DK was selected in the second round of the 2019 NFL draft after playing college football at Ole Miss and the University of Mississippi. DK holds the NFL record for most receiving yards by a rookie in a playoff game and the Seahawks record for most yards in a Season.
- Tony Parker (basketball) – A French former professional basketball player with one of the most impressive CVs of any French sportsperson, winning four NBA championships with the Spurs (in 2003, 2005, 2007 and 2014) and helping France become European champions in 2013. Tony is now a champion of business in the sports world and beyond through his many entrepreneurial pursuits and his newly developed Infinity Nine Group where he serves as CEO.
- Robert Pires (soccer) – A former French International who represented his country on 79 occasions winning the World Cup in 1998 and Euro 2000. Robert is best known for his starring role in the Arsenal Invincibles team and also played for Metz, Marseille, Villarreal, Aston Villa and FC Goa. Robert currently is an International ambassador for Arsenal, an expert pundit for Canal and long term ambassador for Gatorade and PepsiCo.
Brands
- Gatorade® – Gatorade, an iconic PepsiCo (NYSE: PEP) brand, is the official sideline partner and sports beverage of Sport Beach. Gatorade provides sports performance innovations designed to meet the needs of athletes at all competitive levels and across a broad range of sports. Backed by a 57-year history of studying the best athletes in the world and grounded in years of hydration and sports nutrition research at the Gatorade Sports Science Institute, Gatorade provides scientifically formulated products to meet the sports fuelling needs of athletes in all phases of athletic activity.
- Hearst Magazines – Hearst Magazines’ portfolio of dozens of iconic, powerful brands inspires and entertains audiences across all media platforms, moving minds, hearts and bodies. Reaching hundreds of millions passionate fans around the globe, Hearst Magazines is the world’s leading data-driven lifestyle media company, helping our partners meaningfully connect with consumers around what matters most in their lives.
- Michelob ULTRA – Michelob ULTRA exists to redefine the conventions of well-being and believes that enjoyment is a critical part of living a healthy and active lifestyle. With lower calories and great taste, Michelob ULTRA is the superior light beer that brings enjoyment without compromise so you can enjoy it all.
- NBCUniversal – One of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
Play with the Pros: Custom AR Experience
Sport Beach & Sheryl Swoopes in AR: ARound, the stadium-level shared augmented reality platform has developed a smartphone-enabled AR experience custom to WNBA legend Sheryl Swoopes. With the Mediterranean Sea as the canvas, Sport Beach attendees can use their phones to interact with a gamified augmented experience that unveils Sheryl’s inspiring legacy and accomplishments, from being the first signed to the WNBA to becoming All-Star and three-time, consecutive WNBA Champion. ARound is a product within the Stagwell Marketing Cloud.
Sport Beach will be produced by TEAM Enterprises in partnership with Cheerful Twentyfirst. Stagwell’s 72andSunny, Anomaly, Allison+Partners, Assembly, Code and Theory, Colle McVoy, Doner, Forsman & Bodenfors, GALE, HUNTER, Instrument, National Research Group and Stagwell Marketing Cloud will drive the conversation.
About Stagwell
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded May 26-28):
WORRIES ABOUT ECONOMY MIXED
Today, 87% of Americans are concerned about the economy and inflation – equal to last week and higher than December’s 82% rate.
- 82% worry about a potential U.S. recession (down 1 point)
- 71% about affording my living expenses (up 1 point)
- 77% about political divisiveness (up 2 points)
- 84% about U.S. crime rates (up 4 points)
- 70% about the War on Ukraine (up 7 points)
- 54% about a new COVID-19 variant (up 6 points)
- 47% about losing their jobs (down 1 point)
AMERICANS ARE OVERSPENDING ON GROCERIES AND EATING OUT
Overspending is becoming common despite the family practice of monthly budgeting, according to our Harris Poll survey with NerdWallet.
- 74% of Americans say they have a monthly budget, and 84% admit to going over it.
- 44% of those who have gone over budget say they usually pay for additional purchases with credit cards.
- 83% say they overspend on groceries (47%), dining out (34%) and clothing purchases (26%).
- 20% say they have dipped into savings to offset overspending.
YOUNG CAR BUYERS ARE CHANGING THE RULES
A generational sea change is occurring in car buying, both in terms of how and what consumers are purchasing. The Harris Poll asked consumers about their expectations when buying a car. The results:
- 61% of Americans buy their primary personal vehicle from a dealership. That compares with 12% from a private seller.
- However, the number drops sharply for Gen Z (35% at a dealership) and Millennials (45% at a dealership).
- Americans are divided on the question of buying a car online: 45% say that would be comfortable doing so, while 47% would not.
- Yet 54% of Gen Z and 57% of Millennials are comfortable buying online.
- Among 10 different parts of the automotive-buying process that Americans least like are working with a salesperson (only 41% enjoy it), negotiating with the seller (only 37% are favorable) and purchasing paperwork (33% favorable).
- Two thirds of Americans said that they would prefer to pay a set “best available” price for a car rather than haggle.
- While electric vehicles are making inroads, public education is still needed: 82% of Americans worry about how far electric vehicles can travel, the lack of charging stations (82%) and the cost of EVs (83%).
- Nevertheless, two in five Americans (42%) indicated a likelihood that their next vehicle will be electric.
CRISIS-PLAGUED REPUTATIONS BOUNCE BACK
Crises in business happen, and many companies hit with deep issues are slowly bouncing back, according to this year’s Axios Harris Poll 100 reputation rankings. While no corporation, brand or leader is immune to crises, rebuilding trust among consumers, shareholders and employees takes years of strong communications.
- Volkswagen was caught cheating on U.S. emissions testing in 2015 and forced to recall half a million cars and pay $15 billion in settlement fees. As a result, its reputation hit an all-time low in 2016 – ranking last on our list. Yet the German automaker has bounced back as one of this year’s top gainers.
- In 2017, Wells Fargo Bank ranked second to last in reputation after coming under fire for fraudulent bank accounts and subsequently being fined $3 billion. Since then, the bank has seen a slow but steady increase in its reputation – yet still 88th out of 100 companies on our list this year.
- When it comes to apologies, Americans are skeptical: 77% believe most corporate apologies are insincere, and 70% say companies rarely change their ways after being caught in controversy.
- Instead, consumers are looking for sincerity, consistency and action-driven communications as part of recovering. Americans say their opinion of a company would likely recover more easily if they were caught providing poor service (50%), partnering with a controversial figure (44%) or running insensitive ad campaigns (42%).
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- New research from Stagwell’s Allison+Partners finds only a minority of Americans are behind the backlash against ESG
- Axios Harris Poll 100: Americans move on from “defensive” health
- Layoff Fear Is Sweeping the Economy. There’s Still Hope.
- Harris Poll: Chicagoans look to Johnson to ignite positive change for the city
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