DDB Mudra launches global trends network

DDB Mudra, the advertising agency, today launched DDB SignBank, a global trends network that tracks small signs of social change to predict cultural and behavioural shifts while assessing both the global and local impact of these societal swings.

DDB SignBank operates out of 52 DDB offices and collects and orchestrates numerous signs within a sociological framework to determine why change is occurring and where it is headed to.

"DDB SignBank enables us to build on the body of consumer knowledge we already own through fundamental studies," said Madhukar Kamat, CEO and managing director, Mudra Communications.

Conceptualised by DDB Copenhagen in 2003, DDB SignBank began operations throughout the DDB Worldwide Network and has more than 50 offices globally. It holds over 30,000 signs and is updated daily allowing customised reports to be generated at short notice.

Eva Steensig, sociologist and global leader of DDB SignBank said, "The sociological approach to research has rarely been used in the commercial world, but in fact, is superior to classic quantitative data and focus groups in its ability to reveal the impact of societal mechanisms on people, companies and societies to offer new perspectives and opportunities."

Ashish Mishra, vice president, strategic planning, Mudra said the DDB SignBank rollout to the eight Mudra branches, as an introductory process had already identified some significant future trends that will have an impact on the Indian masses.

DDB SignBank in India has worked with the Maharashtra Tourism Development Corporation (MTDC) for producing a TV commercial on the theme 'Slow Down'.

Mudra is now going to use raw signs as an integral part while designing a brand's strategy as well as try and understand nuances of the local markets, in a bid to create effective communication solutions.