Thought Leadership

  • #Wave7: descifrando el código social

      Wave, cuya primera oleada se publicó hace ya 7 años, es el primer estudio sobre redes sociales a escala mundial. Durante estas 7 oleadas Wave ha registrado la evolución que han experimentado las redes sociales. El estudio de este año nos ayuda a descifrar el comportamiento del consumidor en redes sociales. Y es este conocimiento

  • Universal McCann se convierte en la nueva agencia de medios de Vivesoy

    Damos la bienvenida a Vivesoy como cliente de Universal Mccann. ¡Gracias por vuestra confianza!

  • Universal McCann gana la cuenta de Bridgestone en Europa

    Tras un concurso internacional, UM ha sido seleccionada como la agencia para gestionar la estrategia, investigación y compra de medios de Bridgestone, el fabricante de neumáticos y productos de caucho, cuya sede se encuentra en Bruselas. La campaña de comunicación que se pondrá en marcha en Europa, englobará todos los medios y será optimizada y

  • How Online Technology Spurs Media and Creative Ad Effectiveness

    Graeme Hutton SVP, Group Partner, Research

    Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing public example of the inferential approach has been Harvard’s IATs — Implicit Association Tests ( You can see this indirect technique in action about you, personally, by taking one of the tests. An IAT can

  • The Future Belongs to Behavioral Networks

    Natalie Bokenham SVP, Managing Partner, Digital

    There is a lot of excitement around social networks and the ability to understand and target consumers with an unparalleled degree of accuracy. However the benefit we attribute to social networks actually extends to a wider group of platforms which share the dual criteria of: i) users revealing their personal identities, and ii) data collected

  • What is Content? For Starters, It’s Not an Ad

    Scott Donaton Global Chief Content Officer & Head of UM Studios

    Everything that communicates is content, right? Well, maybe. Content has become one of those ad-industry buzzwords so ill-defined and overused that it has been stripped of meaning. It is used to describe everything from social media activity to native advertising (another awful phrase) to 30-second spots, web videos and what used to be called branded entertainment. As

  • Why Social TV May Be in Danger of Becoming Predictable

    Graeme Hutton SVP, Group Partner, Research

    Although Social TV is barely four years old, television program selection for Social TV may be in danger of becoming predictable and unimaginative.  When the industry talks about Social TV we tend to focus on three areas: 1. Tentpole Events, e.g. the Super Bowl, The Oscars. 2. Larger Reality Shows, e.g. American Idol, The Voice. 3. Genre-specific

  • Seasick at Cannes, and Feeling Fine

    Scott Donaton Global Chief Content Officer & Head of UM Studios

    When my first reaction is, “I hate that,” it is usually a sign that I’m looking at great creative work. If that reaction is accompanied by a slight nausea, I know for sure. Cannes makes me sick. And that’s a good thing. Almost every June, I question whether or why I’m returning to the south of

  • Leapfrogging Into the Future at the 2014 NewFronts

    Natalie Bokenham SVP, Managing Partner, Digital

    While live TV still represents the bulk of video viewing, on-demand, online viewing has made a significant dent, with consumption increasing four-fold in 2013. Meanwhile, advertisers are finding video to be extremely effective, and publishers are seizing this lucrative new revenue opportunity, resulting in an almost-perfect storm… But as we all know, no new thing

  • Curious About Influencer Marketing

    Hamish Kinniburgh Global Chief Strategy Officer

    At UM we’re constantly curious about how messages spread among people.  It’s what lies at the core of our strategic thinking. One of the most well documented models for this is Influencer Marketing – where we target the core audience by focusing on a small number of key individuals rather than the audience as