David Mayo's Contact Details

David Mayo's Company Details

ADNA (Audience DNA)

Singapore, , Singapore • 16 Employees
Marketing & Advertising

ADNA is a company of creative problem solvers.It is a company that uses a proprietary global quant data panel of 320m people to help you make braver creative decisions that will put your business ahead.We use left brain techniques and right brain thinking to unpick knotty problems and resolve sensitive issues for our clients. Procedurally and uniquely, we have the ability to generate primary quantitative data into our work because we own a data panel of over 320 million people in 100 countries around the word. In practice this means that whenever we get to a point where we need to make a leap into the unknown or take a jump in our thinking, we simply ask what we call our ‘Google of opinion'. We ask people what they think and how they would react if we made these decisions based on a range of stimulus from video to sound to wording and visuals. We readily accept that nobody can see round corners and whilst laboratory thinking is no match for real-world behaviours and responses, it's a pretty good litmus test and as our margin of error generally falls below 1% we are confident with the results from our data panel.Our creative outcomes are more potent and work from the first media dollar spent as a result of this approach.Because we view data as a means to and end rather than an end in itself, it is a natural part of the way we work. To us, prescription data in creative and strategic development is an oxymoron. People who come to us are senior brand marketers who recognize the value and impact of big ideas when building brands and businesses. We also have research directors who need access to one of the world's largest quant databases. The people who work for us are data analysts, brand planners, project managers, data visualizers, coders and programmers. With our data we make the complex make sense. With our work we make brands matter. With offices and associates around the world, we are a unique Singapore-based consultancy with a creative World view.