Universal McCann launches next-generation brand performance tracker, BrandSync360

Universal McCann (UM), the global media agency network of IPG Mediabrands, has launched BrandSync360, a proprietary, next-generation brand performance tracker designed to address the evolving needs of modern marketing.

BrandSync360 empowers brands with the tools to monitor, measure, and optimise their communication activities with unprecedented precision and clarity, bridging the gap left by traditional brand health trackers that struggle to keep pace with today’s dynamic marketing landscape.

Sue-Anne Lim (pictured), Chief Executive Officer of Universal McCann, said: “In a world where consumer behaviour is constantly evolving, brands need tools that can keep pace, with real-time insights for them to make informed decisions and stay ahead of the competition. Traditional brand health trackers often fall short, lacking the agility and comprehensive data needed to effectively guide strategic planning and campaign optimisation.

“BrandSync360 fills this critical gap, providing a continuous stream of actionable data that enables brands to understand brand health in real-time, to gain a deeper, more nuanced understanding of what impacts brand perception and resonance. This allows for precise optimisation of marketing spend, maximising ROI and achieving better campaign outcomes.”

BrandSync360 offers continuous, near real-time brand performance tracking for immediate campaign monitoring and adjustments, providing monthly reporting with expanded audience segmentation and behavioral insights for a holistic view of brand performance. Near real-time dashboards provide easy access to critical data, empowering quick decision-making. The robust data provided serves as a solid base for future advanced analytics, enabling deeper investment insights.

Sue-Anne added: “BrandSync360 is the first step to enhanced strategic planning. A strong foundation of data can be handy for predictive analytics to inform future marketing strategies and investments, improving communication efficiency by streamlining processes and achieving better results through data-informed adjustments.

“This is more than just a tracking tool; it’s a strategic partner for brands striving for data-driven excellence. By providing continuous, comprehensive, and actionable insights, we can empower brands to not only understand their current performance but also proactively shape their future success.”

BrandSync360 launches with a client event and demonstration on 25 March 2025.