2020 Bronze Best Data Storytelling

Agency: WPP

Client: WPP BrandZ

Campaign Name: BrandZ Graphic Novel

Campaign Overview

A novel approach to data

The mission was to story-tell and visualise the wealth of BrandZ data to illustrate how thousands of brands are understood.

Strategy

In today's world of communications data is king. By definition, it can also be dense, complex and intimidating, and understood to differing degrees across countries and disciplines.

There was a treasure trove of 5.3 billion BrandZ data points to turn into business-enhancing insights. The strategy combined big data insights and analytics with AI to ensure that data was always up to date, and to present brand performance in a fun and engaging way.

From a brand's value over time to its character; from its strengths and weaknesses and future potential, the work needed to be a bespoke narrative from the data for each of the 17,800-plus brands in the BrandZ database.

Creativity

In contrast to the dense complexity of the data, the visual language of graphic novels was used by WPP - working with The Store, Blue Donut Studios and Semaphore Partnership - to represent the data in a 40-page book. ‘RoZie’ the AI bot could immediately access the BrandZ database. In a matter of minutes, a bespoke brand storyline was generated.

Each BrandZ Graphic Novel was custom written and created on-demand, brought to life by the analysis. The algorithms set to work and produce a PDF delivered to in-boxes in a matter of minutes, and available 24/7 to all operating companies.

The novels were packed with client engagement opportunities, examples of data-generated creativity. They captured the emotional aspects of brands and the relationships they enjoy with consumers - which numbers on their own cannot.

Results

Available in four languages, the Graphic Novel has been engaging clients, opinion leaders and the creative community at global marketing events, with thousands of books created.

The novels have become essential new business tools in pitches and brand reviews. They are also used to train middle and junior staff to understand their brand.

The Team

WPP/The Store - David Roth, CEO, EMEA & Asia, Chairman BrandZ and BAV - Dominick Lynch-Robinson, Creative Director

Blue Donut Studios - Marcus Pullen, Managing Director - Bethan Davies, Marketing Manager - Sarah Cousins, Senior Administrative Officer - Olivia King, Marketing Assistant

Semaphore Partnership - Richard Ballard, Founder & CEO

Contributors

Blue Donut Studios, Semaphore Partnership