{"id":808930,"date":"2025-02-05T05:03:30","date_gmt":"2025-02-05T10:03:30","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/"},"modified":"2025-02-05T05:03:30","modified_gmt":"2025-02-05T10:03:30","slug":"ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/","title":{"rendered":"DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands"},"content":{"rendered":"<div class=\"xn-newslines\">\n<p class=\"xn-distributor\">PR Newswire<\/p>\n<\/p><\/div>\n<div class=\"xn-content\">\n<p>\n        <span class=\"legendSpanClass\"><br \/>\n          <span class=\"xn-location\">NEW YORK<\/span><br \/>\n        <\/span>, <span class=\"legendSpanClass\"><span class=\"xn-chron\">Feb. 5, 2025<\/span><\/span> \/PRNewswire\/ &#8212;\u00a0In an era of algorithms, data overload, and advertising that often leaves audiences numb, DDB Worldwide is taking a stand for emotion with the launch of the\u202f<b>Feels Barometer<\/b>\u2014a first-of-its-kind global tool designed to measure, decode, and harness human feelings at scale.<\/p>\n<p>&#8220;We are in a crisis of marketing effectiveness,&#8221; said <b><span class=\"xn-person\">Tomas Gonsorcik<\/span>, Global Chief Strategy Officer at DDB Worldwide. <\/b>&#8220;Brands are spending more but moving people less. The Feels Barometer is our antidote to the &#8216;meh-ification&#8217; of advertising. If, according to pioneering behavioral psychologist <span class=\"xn-person\">Daniel Kahneman<\/span>, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought? This tool isn&#8217;t just about understanding people better\u2014it&#8217;s about making brands\u00a0unignorable\u00a0by creating work that moves people deeply and memorably.&#8221;<\/p>\n<p>The Feels Barometer, created in partnership with insights agency <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=4355594-1&amp;h=2047573370&amp;u=https%3A%2F%2Fwww.theresearchagency.com%2F&amp;a=TRA\" target=\"_blank\" rel=\"nofollow\">TRA<\/a>, leverages cutting-edge projective techniques. Here&#8217;s an overview of the research behind it:<\/p>\n<ul type=\"disc\">\n<li>\n          <b>Insights from 8 leading global experts<\/b>\u00a0in emotions and psychology, including renowned authors, neuroscientists, and anthropologists.<\/li>\n<li>\n          <b>140+ hours of in-depth qualitative research<\/b>\u00a0with participants from diverse cultures, providing rich, human-centered insights.<\/li>\n<li>\n          <b>Surveys of over 16,000 individuals<\/b>\u00a0across eight countries (<span class=\"xn-location\">United States<\/span>, <span class=\"xn-location\">United Kingdom<\/span>, <span class=\"xn-location\">Spain<\/span>, <span class=\"xn-location\">Brazil<\/span>, <span class=\"xn-location\">Sweden<\/span>, <span class=\"xn-location\">France<\/span>, <span class=\"xn-location\">Germany<\/span>, and <span class=\"xn-location\">Australia<\/span>), ensuring a comprehensive data set.<\/li>\n<li>\n          <b>100 real-life emotional triggers<\/b>\u00a0ranging from personal experiences like a tech-free family dinner to broader societal shifts such as AI&#8217;s impact on the workplace.<\/li>\n<li>Going beyond simple positive-negative sentiment analyses, the research captures the texture of feelings\u2014<b>intensity, cultural nuances, and even sensory associations like color, shape, and temperature<\/b>.<\/li>\n<\/ul>\n<p>The study uncovered both global emotional trends and the significant regional nuances that shape behavior. While universal insights, such as the global appeal of &#8220;getting a good deal,&#8221; emerged, the Feels Barometer underscores the importance of tailoring campaigns to resonate within specific cultural contexts. By aligning with the unique emotional drivers of diverse audiences, the Feels Barometer empowers both global brands navigating local markets and single-market brands to better understand the shared values and distinctions across subcultures and demographics.<\/p>\n<p>Here are some insights our research uncovered:<\/p>\n<ul type=\"disc\">\n<li>\n          <b>The joy of finding a good deal rivals that of life&#8217;s biggest milestones.<\/b>\u202fThat&#8217;s right\u2014securing a discount triggers an emotional spike comparable to birthdays or promotions.\u00a0<\/li>\n<li>\n          <b>AI sparks as much existential dread as it does excitement.<\/b>\u202fPeople are deeply divided on whether technology is liberating or terrifying\u2014and that tension is a goldmine for brands willing to engage with it authentically.\u00a0<\/li>\n<li>\n          <b>Nostalgia isn&#8217;t just a trend\u2014it&#8217;s an emotional powerhouse.<\/b>\u202fAcross markets, looking back at the past brings comfort in uncertain times, making &#8220;retro-fication&#8221; one of the most potent creative levers available today.\u00a0<\/li>\n<\/ul>\n<p>&#8220;As creatives looking to connect brands with people in the most meaningful ways, we are constantly looking to better understand how people feel. Feel about the world, their lives, and the brands that should serve them. The Feels Barometer supercharges our ability to understand the deepest emotional insights and how people genuinely feel about the things that matter most to them. Simply put, it&#8217;s a game changer for us,&#8221; said <b><span class=\"xn-person\">Chaka Sobhani<\/span>, Global President &amp; Chief Creative Officer, DDB Worldwide.<\/b><\/p>\n<p>The Feels Barometer will be integrated into DDB&#8217;s strategic and creative process globally, as part of DDB&#8217;s proprietary AI tool stack \u2013 RAND DDB, helping brands design campaigns that don&#8217;t just attract eyeballs but capture hearts. DDB&#8217;s clients will have access to deep-dive reports, interactive workshops, and bespoke applications of the tool tailored to their industry.<\/p>\n<p>In the battle for consumer attention, the most valuable real estate isn&#8217;t a media buy\u2014it&#8217;s a lasting emotional memory. The Feels Barometer is here to help brands claim their share of heart.<\/p>\n<p>To learn more about DDB, visit us online at <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=4355594-1&amp;h=2626117927&amp;u=https%3A%2F%2Fwww.ddb.com%2F&amp;a=DDB.com\" target=\"_blank\" rel=\"nofollow\">DDB.com<\/a>\u00a0or follow us on <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=4355594-1&amp;h=537384881&amp;u=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fddb%2F&amp;a=LinkedIn\" target=\"_blank\" rel=\"nofollow\">LinkedIn<\/a>\u00a0for more Feels Barometer insights.<\/p>\n<p>\n        <b>ABOUT DDB WORLDWIDE\u202f\u202f\u202f<br \/><\/b>At\u00a0DDB Worldwide\u00a0(<a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=4355594-1&amp;h=545236890&amp;u=http%3A%2F%2Fwww.ddb.com%2F&amp;a=www.ddb.com\" target=\"_blank\" rel=\"nofollow\">www.ddb.com<\/a>), we believe in the\u00a0unreasonable power of emotional creativity\u00a0to\u00a0move people, business, and culture. As one of the world&#8217;s leading advertising and marketing networks, we combine\u00a0creative excellence with strategic effectiveness to deliver\u00a0measurable business results.<\/p>\n<p>Our effectiveness is reflected in industry recognition, including\u00a02023 Global Network of the Year\u00a0by\u00a0Cannes Lions,\u00a0D&amp;AD Agency Network of the Year\u00a0(2021\u20132023), and\u00a0#2 in the 2024 Effie Global Best of the Best. We have also ranked as a\u00a0Top 3 Global Network on WARC\u00a0for 13 of the last 16 years.<\/p>\n<p>With\u00a0140 offices in 60+ countries, we partner with leading brands such as\u00a0MARS, McDonald&#8217;s, <span class=\"xn-person\">Molson Coors<\/span>, Volkswagen, Amazon, Unilever, JetBlue, Adidas, PlayStation, and the U.S. Army\u00a0to build\u00a0meaningful consumer connections that drive sustained growth.<\/p>\n<p>Founded in\u00a01949, DDB is part of\u00a0Omnicom (NYSE: OMC).<\/p>\n<p>Contact<br \/><a href=\"mailto:Press@ddb.com\" target=\"_blank\" rel=\"nofollow\">Press@ddb.com<\/a><\/p>\n<p id=\"PURL\">\n        <img loading=\"lazy\" decoding=\"async\" title=\"Cision\" width=\"12\" height=\"12\" alt=\"Cision\" src=\"https:\/\/c212.net\/c\/img\/favicon.png?sn=NY11980&amp;sd=2025-02-05\" \/> View original content:<a id=\"PRNURL\" rel=\"nofollow\" href=\"https:\/\/www.prnewswire.com\/news-releases\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands-302368672.html\" target=\"_blank\">https:\/\/www.prnewswire.com\/news-releases\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands-302368672.html<\/a><\/p>\n<p>SOURCE  DDB Worldwide<\/p>\n<\/p><\/div>\n<p>    <img decoding=\"async\" alt=\"\" src=\"https:\/\/rt.prnewswire.com\/rt.gif?NewsItemId=NY11980&amp;Transmission_Id=202502050500PR_NEWS_USPR_____NY11980&amp;DateId=20250205\" style=\"border:0px;width:1px;height:1px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PR Newswire NEW YORK , Feb. 5, 2025 \/PRNewswire\/ &#8212;\u00a0In an era of algorithms, data overload, and advertising that often leaves audiences numb, DDB Worldwide is taking a stand for emotion with the launch of the\u202fFeels Barometer\u2014a first-of-its-kind global tool designed to measure, decode, and harness human feelings at scale. &#8220;We are in a crisis of marketing effectiveness,&#8221; said Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide. &#8220;Brands are spending more but moving people less. The Feels Barometer is our antidote to the &#8216;meh-ification&#8217; of advertising. If, according to pioneering behavioral psychologist Daniel Kahneman, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought? This tool isn&#8217;t just about understanding people &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-808930","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DDB Worldwide Launches First-of-its-Kind &quot;Feels Barometer&quot; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DDB Worldwide Launches First-of-its-Kind &quot;Feels Barometer&quot; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"PR Newswire NEW YORK , Feb. 5, 2025 \/PRNewswire\/ &#8212;\u00a0In an era of algorithms, data overload, and advertising that often leaves audiences numb, DDB Worldwide is taking a stand for emotion with the launch of the\u202fFeels Barometer\u2014a first-of-its-kind global tool designed to measure, decode, and harness human feelings at scale. &#8220;We are in a crisis of marketing effectiveness,&#8221; said Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide. &#8220;Brands are spending more but moving people less. The Feels Barometer is our antidote to the &#8216;meh-ification&#8217; of advertising. If, according to pioneering behavioral psychologist Daniel Kahneman, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought? This tool isn&#8217;t just about understanding people &hellip; Continue reading &quot;DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-05T10:03:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/c212.net\/c\/img\/favicon.png?sn=NY11980&amp;sd=2025-02-05\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; 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said Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide. &#8220;Brands are spending more but moving people less. The Feels Barometer is our antidote to the &#8216;meh-ification&#8217; of advertising. If, according to pioneering behavioral psychologist Daniel Kahneman, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought? This tool isn&#8217;t just about understanding people &hellip; Continue reading \"DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/","og_site_name":"Market Newsdesk","article_published_time":"2025-02-05T10:03:30+00:00","og_image":[{"url":"https:\/\/c212.net\/c\/img\/favicon.png?sn=NY11980&amp;sd=2025-02-05","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ddb-worldwide-launches-first-of-its-kind-feels-barometer-to-harness-emotion-as-the-next-frontier-in-creating-competitive-advantage-for-brands\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"DDB Worldwide Launches First-of-its-Kind &#8220;Feels Barometer&#8221; 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