Hall & Partners Launches Engager Model; Announces “Ten Most Engaging Brands in the U.S.”

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eBay, Google, Amazon Top List in New Model's Pilot

Hall & Partners, global brand and communications research agency

"Communication evaluation tools developed years ago are no longer relevant in today’s digital world..." Vanella Jackson, worldwide CEO, Hall & Partners

The global brand and communications research agency Hall & Partners is introducing Engager™, a groundbreaking new model that links a brand’s level of engagement with its profit margins. The pilot has revealed the top ten most engaging brands in the U.S.:

1.    eBay
2.    Google
3.    Amazon
4.    Kraft Foods
5.    Microsoft
6.    Facebook
7.    Coca-Cola
8.    Pepsi
9.    Yahoo!
10.    Dove

“Communication evaluation tools developed years ago are no longer relevant in today’s digital world, and clients are turning to us to find new ways to really demonstrate that some of these experimental approaches are delivering sales and profit,” commented Vanella Jackson, worldwide CEO of Hall & Partners. “Now, engagement strategies are more about talking to a narrower group of people in a more targeted way, with the expectation of forging a much deeper relationship with the consumer. Marketers are tasked with the challenge of how to engage their customer in an interactive and experiential world.”

“I think we all agree that brands that have stronger equity or engagement can command higher prices and do better,” added Richard Owen, Global Head of Innovation at Hall & Partners. “We ran a regression model of the Engager scores of brands in the pilot and looked at them against an external database, the top 2000 Forbes database for 2009, and the scatter plot we created from this data shows what the profit margin of those brands was in that database and what we would have predicted it to be based on the Engager model. It correlates around 0.67 so we are clear that actually yes, if you drive engagement, you drive profitability.”

Engager uses new ways to measure how people engage with brands and explores how people think and feel – consciously and unconsciously – about them.

The Engager framework is in tune with the new world of open inclusive brands, which invite their audiences to participate and interact with them. The proprietary model uses sophisticated analytics and looks at key dimensions that drive engagement with brands: sensing, knowledge, understanding, integrity, connection, commitment, conviction, participation and advocacy. Engager identifies the link between brand engagement and brand value by conducting detailed research amongst the general public and business-to-business audiences and linking these findings to not just past and future purchase intent, but also tying them to company profits and stock market expectations. The pilot was across 15 categories in the UK, US, Australia and China so far, with plans to roll out globally. Future plans also include conducting category-specific Engager studies.

Hall & Partners (http://www.hall-and-partners.com) is a global specialist brand and communications research agency offering innovative ideas at every stage of the brand planning cycle. Hall & Partners’ models continue to revolutionize thinking in the advertising industry and have led to new ways of developing and evaluating brands and communication. They have offices in New York, London, Los Angeles, Chicago, Seattle, Shanghai, Sydney, Paris, Berlin and Singapore. Hall & Partners is part of the Omnicom Group’s (NYSE: OMC) Diversified Agency Services (DAS), the world’s leading holding group of marketing services companies.

NOTE TO EDITORS: Hall & Partners’ Global CEO Vanella Jackson will be appearing at The Advertising Research Foundation's (ARF) Audience Measurement 5.0 conference in New York City on June 23, 2010 at 3:30 p.m./EST (“Building Stronger Brands 12 Ways”). To arrange interviews, please contact Laura Sigman (l(dot)sigman(at)hallandpartners(dot)com, cell phone +1-347-549-2477).

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Laura Sigman