IPG Mediabrands, in collaboration with Jonah Berger, Associate Professor, The Wharton School at The University of Pennsylvania, announced on Monday June 20th in Cannes the launching of the inaugural D100, ranking the 100 most dynamic companies in the world using new world metrics.To construct the D100, over 10,000 consumers were surveyed across four global regions including the United States, United Kingdom, Germany, China, and India. In total over 1,200 brands were examined. Global brands were defined by large, multinationals that had at least some presence in multiple key markets.The research determined that the 10 most dynamic brands in the world, in order of relevance are: Google, Amazon, Samsung, Nike, Intel, NASA, BMW, Mercedes-Benz, Audi and Lenovo. “The D100, along with the data that weve collected to identify the worlds most dynamic brands is incredible. The dynamic score and new world brand metrics that weve defined enables IPG Mediabrands to help brands to become truly dynamic and evolve at the pace of consumers” says Henry Tajer, Global CEO at IPG Mediabrands.The dynamic score is comprised of four key dimensions to calculate and determine brand dynamism, that can be considered “new world” measures, awareness and brand value. Agility, Responsiveness, Innovation and Sociability are the dimensions that form a brands overall dynamic score.
