Tech brands leading charge at culturally relevant marketing according to new rankings

November 10, 2017 | Share this article

Big technology brands are the best at adapting to cultural changes with their marketing in the Asia Pacific region, according to the inaugural Initiative Cultural Velocity Index.

IPG Mediabrands CEO Leigh Terry revealed the top 20 brands according to the CVI index at the Mumbrella360 Asia conference, with Apple, Google, YouTube, Microsoft, Facebook, Samsung and Amazon occupying the top seven positions.

Other notable tech brands included Intel at 10, Uber at 12 and Lenovo at 17.

“We define cultural velocity as the speed at which a brand interprets and responds to the cultural data signals to improve relevance to consumers and drive incremental business growth,” Terry explained.

“We beta tested it in two markets last year, India and China. Off the back of that success and lobbying global for investment, we scaled it and invested in it to ensure we were covering most of the major markets across Asia and certainly our major markets at IPG Mediabrands.”

IPG agency Initiative created CVI to help clients understand their place in the marketing landscape, after extensive study and research in collaboration with Jonah Berger, professor at the Wharton School of the University of Pennsylvania.

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