Leading the Cannesversation: What it Means to be on the Dynamic 100

By Natalie Simone Meade

The Dynamic 100 (D100) launched Monday evening in Cannes. IPG Mediabrands, in partnership with Jonah Berger, an Associate Professor at the Wharton School of The University of Pennsylvania, released a global index of the 100 most dynamic brands in the world. Given the significant evolution in brand marketing and consumer needs, they unveiled four new-world measures – Agility, Responsiveness, Innovation and Sociability. With these new metrics in place to assess brand dynamism, Berger and IPG Mediabrands were able to conclusively determine the top 5 most dynamic brands in the world:

  1. Google
  2. Amazon
  3. Samsung
  4. Nike
  5. Intel

Following the Main Stage, I spoke with Jonah Berger about the significance of the Dynamic 100, which surveyed over 10,000 people across the globe and 1,100 brands. Jonah said that that the index predicts a brand’s staying power and potential for revenue growth.

This new global index did not come without obstacles, starting with brand assessment and data aggregation.

“A challenge was that we couldn’t ask about every brand, there are tens of thousands of brands. So how do we figure out brands that are asked and not asked, and then how do we aggregate it?” said Berger.

No matter where I am, I am inundated with brands and their messaging. The ones that stand out to me are visually appealing, align with my values and are dynamic. So I thought, and thought, and thought and finally came up with… BMW.

The BMW brand is the epitome of luxury, class and edginess in the global auto market. What makes BMW dynamic is that the brand is inventing new models that appeal to diverse sets of consumers, while adhering to the integrity of the brand. The signature headlights are the first things that come to mind. BMW is the 18th most dynamic brand in the U.S. and 7th across global audiences.

Other brands that recognize the need to be dynamic in a media market that is hyper-targeted will last and make the most revenue in the future. According to our Global CEO, Henry Tajer, the purpose of the D100 is to identify our clients’ position on the index and help propel them to the top. I am proud to see that Amazon is number 2, and I’m hoping more clients and partners will leverage this tool, evolving with consumer behavior to become a more impactful and dynamic company.

Natalie Meade
Natalie Meade
Natalie Meade is a media investment buyer at ID Media and a (very) recent graduate from the Columbia Journalism School. She’s a writer, yogi, foodie and music junkie. You can follow her on Instagram & Twitter