UM Declares War on Bland Brands: The “Full Colour Media” Revolution Ignites

By The Malketeer

Is AI Making Your Brand Boring? UM Says It’s Time to Fight Back

The rise of AI-driven media planning is pushing brands into a world of sameness—but global media agency UM is launching a bold counter attack.

With its new “Full Colour Media” proposition, UM aims to break free from the generic, algorithm-led advertising strategies that are making brands indistinguishable.

Breaking the Algorithmic Loop

At the heart of UM’s approach is a groundbreaking study developed in collaboration with the University of Oxford’s Saïd Business School.

The research, which analysed data from over 10,000 brands, found that each brand has a unique network of associations—what UM calls “brand patterns.”

However, many brands are unwittingly falling into a trap: they use similar media strategies dictated by platform algorithms, leading to a convergence toward mediocrity.

“AI-driven platforms like Meta, Google, and Amazon are great at optimising campaigns, but they’re also making brands less distinctive,” warns Dan Chapman, UM’s global chief strategy officer.

“We’re sleepwalking into a dystopian world of boring brands.”

The 3Vs: Visibility, Vibrancy, and Variability

UM’s research uncovered three critical factors—visibility, vibrancy, and variability—that drive brand growth.

Visibility encompasses attention and ad awareness, vibrancy measures engagement and word of mouth, and variability highlights differentiation.

The problem?

Most brands are failing to maximise these levers because their media strategies are built around AI-generated norms rather than their unique brand DNA.

“People don’t create brands to be the same,” says Chapman.

“They create them to be different. But what we’ve done is force most brands into the same linear funnel—reducing them to a set of predictable consumer interactions. It’s time to break out.”

No More One-Size-Fits-All Media Planning

UM’s “Full Colour Media” proposition aims to ditch the outdated marketing funnel in favour of a constantly evolving brand pattern model.

This model, powered by AI but informed by brand-driven insights, will predict future outcomes, track brand evolution, and tailor media strategies in real time.

“This isn’t just about planning differently; it’s about thinking differently,” Chapman explains.

“Advertising that wins at Cannes isn’t just based on audience insights—it’s built on ideas that strike emotion and resonate. That’s what Full Colour Media is all about.”

Rewiring the Agency for the Future

To implement this shift, UM has retrained its entire staff, moving beyond conventional media planning roles.

The agency has created “brand analysts” who decode brand patterns and feed insights into strategy teams.

Additionally, the firm is revamping its offices, embracing a more vibrant, creative ethos—including a David Bowie-inspired mural in its London headquarters.

“We’re not just changing how we plan media,” says Susan Kingston-Brown, UM’s global brand president.

“We’re changing how we think, collaborate, and even how we hold meetings—giving junior voices more power and pushing for more creative ideation.”

A Game-Changer in the Making

UM’s timing is significant, coming as its parent company, Interpublic, is in the process of merging with Omnicom.

But Kingston-Brown assures that UM remains committed to “Full Colour Media,” and sees it as a major differentiator in the evolving agency landscape.

“This is not just another media planning model—it’s a movement against brand blandness,” she asserts.

“We want our clients to feel the shift in 2025. And when new clients come in, we want them to see that we’re not just another agency—we’re the ones standing against bland.”

With AI shaping the future of media, UM’s stance is clear: technology should serve brands, not strip them of their identity.

The war against bland branding has begun, and UM is leading the charge in full colour.


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