TMA's CRS Study To Be Expanded, Scaled Across Entire Omnicom Advertising Group
- by Steve McClellan @mp_mcclellan, December 4, 2024
Omnicom marketing agency TMA has appointed David Matathia executive vice president, strategy. He was most recently head of strategy at FitzCo in Atlanta. Earlier he was a strategy lead on key accounts at Omnicom agency GSD&M.
Kathleen Colditz, current EVP strategy, retains that post and is adding new responsibilities as the lead on scaling and expanding the agency’s proprietary Cultural Resonance Score (CRS) across the agency and Omnicom Advertising Group.
advertisement
advertisement
Colditz served as one of the principal architects behind CRS, which was unveiled in 2023.
The study measures both a brand’s standing in culture and identifies actions that can be taken to improve a brand’s cultural resonance, thereby driving growth.
TMA explains that resonance is built through awareness as well as through four pillars:
Recognition: clarity of the brand’s role in the consumer’s world
Alliance: the consumer’s alignment to the brand’s perspective on the world
Engagement: willingness to spend one’s most valuable resource — time — with a brand
Advocacy: active participation within the brand's community, magnifying its message to the world
A brand’s Cultural Resonance Score is calculated as an average of the four pillars.
The inaugural study found that Amazon was the most resonant brand among the general population while YouTube was number one among Gen Z.
This year’s study focused on the spirits category given the importance of fourth quarter sales to that vertical. The agency estimates that the holiday season accounts for up to 40% of annual spirits sales.
