Its four, closely integrated core tools reflect our central promise of
BetterIdeasBetterResults® -

Creating a powerful brand vision - Brand Foundations
Creating effective communication strategies - ROI Springboard
Creating media-neutral communication plans - 4D Plan
Assessing outcomes and learning from results - Evaluation and Learning Springboard

Every DDB office worldwide is offered training in the Springboard Approach through seminars, books and interactive CD ROMs, so that as well as raising our standards everywhere, there is a universal language and thought process for delivering results.

Another characteristic of the Springboard tools is that they are designed to work best with active client involvement at every stage.

One major international blue-chip client once described Springboard as: "the best material of its kind I've seen from any agency network."

Brand Capital®

is DDB's proprietary global study examining the ways to strengthen the consumer connection with brands. It covers both consumer perceptions of brands on key dimensions as well as consumer attitudes, activities, desires, and self-image.

The study itself is a survey of about 14,000 adults in 14 countries (2000) and about 21,000 adults in 23 countries (2002). Brand Capital® illustrates the position of a brand, its breadth and depth of connection, and its relative perceptions on quality, leadership, energy, and uniqueness. Brand Lovers are profiled within and across countries to determine consumer themes that the brand can use to increase its breadth and strength of connection.

In addition to understanding a brand's current position, Brand Capital® provides direction on how to improve the relevance of the brand to the lives of consumers.