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New Report From Stagwell’s (STGW) Nationwide Analysis Group Exhibits ‘Manufacturers’ Gas the Fan Ecosystem

NRG Releases Whitepaper, “The Energy of Model Fandom: 5 Issues to Know Proper Now”

NEW YORK, Oct 31, 2022 /PRNewswire/ — Analysis from Stagwell’s (NASDAQ: STGW) Nationwide Analysis Group (NRG), a worldwide insights chief on the intersection of know-how, content material, and tradition, exhibits extra individuals are followers of manufacturers, merchandise, and providers in the identical approach they love sports activities and celebrities. NRG launched its “Model Fandom” analysis focus at Promoting Week, starting a sequence that may unpack the journey to fandom throughout key classes and audiences. The analysis will discover the pathways for manufacturers to efficiently construct and activate a fan group and perceive the modern-day fan ecosystem.

NRG’s Model Fandom confirmed up in a myriad of the way this month:

  • Model Fandom Whitepaper: In a brand new report, “The Energy of Model Fandom: 5 Issues to Know Proper Now,” analysis factors to model affect as being extra important than different generally related areas of curiosity: customers are larger followers of manufacturers or merchandise (57%) than of celebrities (54%), motion pictures (52%), sports activities (48%) or on-line influencers/personalities (37%). Another key themes from the paper embody:
    • Age is only a quantity: Model fandom is powerful throughout all ages, dispelling standard assumptions that Gen Z and millennials have a floating sense of brand name loyalty.
    • Followers do not exist in a vacuum: 54% “need everybody to know” they’re a fan of a given model or product.
    • Model followers are bought on potential, too. Over three-quarters (77%) say they may no less than strive completely different merchandise the model comes out with.
  • MediaPost Op-Ed: In a contributed piece, Stagwell World Chief Advertising Officer Ryan Linder and NRG EVP, Model Technique and Innovation Fotoulla Damaskos co-bylined an article, “Larger Than Sports activities and Celeb: The Energy of Model Fandom,” which explores what manufacturers can anticipate of the customers who they flip into followers: not simply deep loyalty, however advocacy.
  • Promoting Week New York: A panel at AWNY, which included NRG’s Damaskos and EVP, Head of Sports activities Advertising Jay Kaufman; Stagwell’s Linder; Christie’s SVP, Head of Advertising Ned Whitney; and McDonald’s Director, Communications Measurement & Insights Sarah Myles, launched model fandom on “Buzz and Devotion: The Fan Financial system That Makes Area of interest Mainstream in At present’s Tradition.”

“This primary piece of analysis exhibits how model fandom serves as a device of self-expression, intricately linking manufacturers to shopper identities. It ought to sign to manufacturers that interactions with prospects should be dialogues, nurturing individuals’s experiences and engendering a way of shared belonging.” ,” stated NRG EVP, Model Technique & Innovation Fotoulla Damaskos. “Our decisions as customers are on full show proper now – we will wield energy towards the manufacturers that fail us, or passionately champion these we consider in. The place these decisions fall can imply the distinction between having prospects or having followers who convey dedication, advocacy and long-term model development.”

“The best way I transfer concerning the world – how I method the fast-paced work of brand name advertising and marketing, to the even faster-paced world of fatherhood – I’ve accomplished by the lens of authenticity and grit, qualities I adopted from my fandom for Harley-Davidson bike tradition,” stated Stagwell EVP, CMO Ryan Linder. “My identification continues to be bolstered by a kaleidoscope of manufacturers I am personally invested in, proof that the affect of manufacturers can manifest throughout so many elements of our lives.”


Information used on this report comes from a research of 1,018 US customers, ages 18 to 65, performed in October 2022–consultant of the nationwide inhabitants by way of age, gender and ethnicity.

About Nationwide Analysis Group

Nationwide Analysis Group is a number one world insights and technique agency on the intersection of leisure and know-how. Rooted in 4 many years of business experience, the world’s main entrepreneurs flip to us for insights into development and technique for any content material, wherever, on any machine. Working on the confluence of content material, tradition and know-how, NRG affords insights for daring storytellers in every single place. To study extra, please go to, and observe us on LinkedIn and Instagram.

About Stagwell

Stagwell is the challenger community constructed to rework advertising and marketing. We ship scaled artistic efficiency for the world’s most formidable manufacturers, connecting culture-moving creativity with modern know-how to harmonize the artwork and science of selling. Led by entrepreneurs, our 13,000+ specialists in 34+ nations are unified underneath a single objective: to drive effectiveness and enhance enterprise outcomes for his or her shoppers. Be a part of us at

Media Contact:
Sarah Arvizo
[email protected]

SOURCE Stagwell Inc.


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