Cultural Resonance of Ad Strategy

The cultural transformation of the American consumer poses major creative challenges in advertising. Do your ads have what it takes to connect with diverse America?

Join us for a closer look at our CultureRate:Ad framework (formerly AdRate) as we identify and evaluate the ads that are authentically resonating with consumers aged 18 to 39. We call this generation “the New Wave,” the first generation in American history to be defined by the multicultural experience.

CultureRate:Ad studies examine how ads rank on the Ad Cultural Fluency Quotient (A-CFQ). A-CFQ is Collage Group’s proprietary metric that reveals how well ads resonate within and across specific cultural segments within the New Wave. A-CFQ is a powerful metric created to measure and improve favorability and purchase intention and can be paired with B-CFQ, which measures the cultural fluency of brands. CultureRate:Ad analyses also measure backlash, a complementary metric that isolates the degree to which an ad changes minds negatively.

In this complimentary, one-hour webinar we will:

• Review the subset of ads that rank high on A-CFQ across all segments, notably those with the lowest overall backlash.
• Tease out nuances for specific segments, identified for example by different levels of backlash.
• Identify the themes emerging from these top performing ads that can be used to set creative strategy.