Juan Isaza y Laura Chiavone del equipo de DDB Latina
The DDB Latina group is launching a tool that measures brands level of influence. It’s the first tool in the market that takes into account qualitative data derived from online surveys, and also quantitative data form monitoring social networks and browsers to establish brand influence levels. “We work with DDB Worldwide offices where there is more knowledge about the influence area and we add it to all the experience we’ve had developed the last five years in Social Media Lab of DDB Latina. With all of this, we were able to develop an indicator that help us understand the levels of influence of the most important brands in the region and key factors behind this influence” said Juan Isaza, VP Strategy at DDB Latina. The tool was initially applied in six countries (Brazil, Spain, Mexico, Argentina, Chile and Colombia), and it allows to identify and classify the most influential brands in each market and in the Latino region. More than 1,150 brands were evaluated in the region, including local, multilatinos and global brands. Each of them receives an influence score (IS) that results from combining the expressed influence and the inferred influence, also including factors that integrated each of them.
