NEW
YORK, Feb. 5, 2025 /PRNewswire/ -- In an
era of algorithms, data overload, and advertising that often leaves
audiences numb, DDB Worldwide is taking a stand for emotion with
the launch of the Feels Barometer—a first-of-its-kind global
tool designed to measure, decode, and harness human feelings at
scale.
"We are in a crisis of marketing effectiveness," said
Tomas Gonsorcik, Global Chief
Strategy Officer at DDB Worldwide. "Brands are spending more
but moving people less. The Feels Barometer is our antidote to the
'meh-ification' of advertising. If, according to pioneering
behavioral psychologist Daniel
Kahneman, 95% of decisions are emotionally driven, then why
are so many brands still treating feelings as an afterthought? This
tool isn't just about understanding people better—it's about making
brands unignorable by creating work that moves people
deeply and memorably."
The Feels Barometer, created in partnership with insights agency
TRA, leverages cutting-edge projective techniques. Here's an
overview of the research behind it:
- Insights from 8 leading global experts in emotions
and psychology, including renowned authors, neuroscientists, and
anthropologists.
- 140+ hours of in-depth qualitative research with
participants from diverse cultures, providing rich, human-centered
insights.
- Surveys of over 16,000 individuals across eight
countries (United States,
United Kingdom, Spain, Brazil, Sweden, France, Germany, and Australia), ensuring a comprehensive data
set.
- 100 real-life emotional triggers ranging from
personal experiences like a tech-free family dinner to broader
societal shifts such as AI's impact on the workplace.
- Going beyond simple positive-negative sentiment analyses, the
research captures the texture of feelings—intensity, cultural
nuances, and even sensory associations like color, shape, and
temperature.
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:
- The joy of finding a good deal rivals that of life's biggest
milestones. That's right—securing a discount triggers an
emotional spike comparable to birthdays or promotions.
- AI sparks as much existential dread as it does
excitement. People are deeply divided on whether technology is
liberating or terrifying—and that tension is a goldmine for brands
willing to engage with it authentically.
- Nostalgia isn't just a trend—it's an emotional
powerhouse. Across markets, looking back at the past brings
comfort in uncertain times, making "retro-fication" one of the most
potent creative levers available today.
"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).
Contact
Press@ddb.com
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