May 9, 2011 — JWT has launched Brand Toys, the world’s first online brand visualization tool, which allows users to compare the character and personality of over 3,000 brands across the world. Users will be able to create their own Brand Toy characters, share them through their social networks and even resin-print their Toy in 3-D.
The Brand Toys online tool analyzes rich seams of data from Millward Brown’s BrandZ survey in conjunction with real-time social media search and analysis* to create playful visualizations of a brand’s image and personality in the form of a fun toy. Brand Toys reveals at a glance how consumers across the world understand and feel about brands.
Users of the Brand Toys tool can make quick comparisons between different brands, or see how a single brand performs in different countries.
What would Google’s Brand Toy look like? How would Nokia or Facebook’s toy characters differ? How would HSBC fare in China versus the U.S.? Brand Toys provides these answers lightning-fast in a creative and uniquely playful way.
The creation of Brand Toys is based on the premise that brands are in danger of becoming less interesting to consumers as their experience with a brand grows. Brand builders must therefore remember to keep their discipline creative and playful, and that brands should be treated as objects of entertainment and engagement, rather than scrutiny and conservatism.
Guy Murphy, Worldwide Planning Director at JWT, said: “To ensure a rosy future for brands, it is crucial to consider marketing as a creative discipline. Brand Toys represents brands as consumers feel them—with personality and character, not as a series of numbers or complex mechanisms.”
Murphy added: “The world’s growing experience with brands is leading to a global indifference to them. When brands are new to a country they are exciting, interesting, even symbols of economic prosperity. However, as brands mature in a market they can lose their shine and consumers wish to invest their time elsewhere.”
WITHIN THE U.K.:
Lucy Barrett, Head of Media Relations, U.K. & Europe, JWT +44 (207) 656-7188 +44 (787) 966-2780
OUTSIDE OF THE U.K.:
Gemma Pollard, Global Communications Manager, JWT
+1 (212) 210-8516 firstname.lastname@example.org
Brand Toys properties:
About JWT JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Freixenet, Ford and HSBC.
JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Microsoft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
About BrandZ Developed for WPP’s operating companies by Millward Brown, BrandZ is a global brand equity study based on the BrandDynamics framework. The study has been conducted every year since 1998, and has interviewed over a million consumers globally about thousands of global consumer-facing and business-to-business brands.
*About Social Mention Social Mention is a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. It allows you to track and measure what people are saying about you, your company, a new product or any topic across the web’s social media landscape in real-time. Social Mention monitors 100+ social media properties directly, including Twitter, Facebook, FriendFeed, YouTube, Digg, Google, etc.