DDB Worldwide Launches First-of-its-Kind “Feels Barometer” to Harness Emotion as the Next Frontier in Creating Competitive Advantage for Brands


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NEW YORK, Feb. 5, 2025 /PRNewswire/ — In an era of algorithms, data overload, and advertising that often leaves audiences numb, DDB Worldwide is taking a stand for emotion with the launch of the Feels Barometer—a first-of-its-kind global tool designed to measure, decode, and harness human feelings at scale.

“We are in a crisis of marketing effectiveness,” said Tomas Gonsorcik, Global Chief Strategy Officer at DDB Worldwide. “Brands are spending more but moving people less. The Feels Barometer is our antidote to the ‘meh-ification’ of advertising. If, according to pioneering behavioral psychologist Daniel Kahneman, 95% of decisions are emotionally driven, then why are so many brands still treating feelings as an afterthought? This tool isn’t just about understanding people better—it’s about making brands unignorable by creating work that moves people deeply and memorably.”

The Feels Barometer, created in partnership with insights agency TRA, leverages cutting-edge projective techniques. Here’s an overview of the research behind it:

  • Insights from 8 leading global experts in emotions and psychology, including renowned authors, neuroscientists, and anthropologists.
  • 140+ hours of in-depth qualitative research with participants from diverse cultures, providing rich, human-centered insights.
  • Surveys of over 16,000 individuals across eight countries (United States, United Kingdom, Spain, Brazil, Sweden, France, Germany, and Australia), ensuring a comprehensive data set.
  • 100 real-life emotional triggers ranging from personal experiences like a tech-free family dinner to broader societal shifts such as AI’s impact on the workplace.
  • Going beyond simple positive-negative sentiment analyses, the research captures the texture of feelings—intensity, cultural nuances, and even sensory associations like color, shape, and temperature.

The study uncovered both global emotional trends and the significant regional nuances that shape behavior. While universal insights, such as the global appeal of “getting a good deal,” emerged, the Feels Barometer underscores the importance of tailoring campaigns to resonate within specific cultural contexts. By aligning with the unique emotional drivers of diverse audiences, the Feels Barometer empowers both global brands navigating local markets and single-market brands to better understand the shared values and distinctions across subcultures and demographics.

Here are some insights our research uncovered:

  • The joy of finding a good deal rivals that of life’s biggest milestones. That’s right—securing a discount triggers an emotional spike comparable to birthdays or promotions. 
  • AI sparks as much existential dread as it does excitement. People are deeply divided on whether technology is liberating or terrifying—and that tension is a goldmine for brands willing to engage with it authentically. 
  • Nostalgia isn’t just a trend—it’s an emotional powerhouse. Across markets, looking back at the past brings comfort in uncertain times, making “retro-fication” one of the most potent creative levers available today. 

“As creatives looking to connect brands with people in the most meaningful ways, we are constantly looking to better understand how people feel. Feel about the world, their lives, and the brands that should serve them. The Feels Barometer supercharges our ability to understand the deepest emotional insights and how people genuinely feel about the things that matter most to them. Simply put, it’s a game changer for us,” said Chaka Sobhani, Global President & Chief Creative Officer, DDB Worldwide.

The Feels Barometer will be integrated into DDB’s strategic and creative process globally, as part of DDB’s proprietary AI tool stack – RAND DDB, helping brands design campaigns that don’t just attract eyeballs but capture hearts. DDB’s clients will have access to deep-dive reports, interactive workshops, and bespoke applications of the tool tailored to their industry.

In the battle for consumer attention, the most valuable real estate isn’t a media buy—it’s a lasting emotional memory. The Feels Barometer is here to help brands claim their share of heart.

To learn more about DDB, visit us online at DDB.com or follow us on LinkedIn for more Feels Barometer insights.

ABOUT DDB WORLDWIDE   
At DDB Worldwide (www.ddb.com), we believe in the unreasonable power of emotional creativity to move people, business, and culture. As one of the world’s leading advertising and marketing networks, we combine creative excellence with strategic effectiveness to deliver measurable business results.

Our effectiveness is reflected in industry recognition, including 2023 Global Network of the Year by Cannes Lions, D&AD Agency Network of the Year (2021–2023), and #2 in the 2024 Effie Global Best of the Best. We have also ranked as a Top 3 Global Network on WARC for 13 of the last 16 years.

With 140 offices in 60+ countries, we partner with leading brands such as MARS, McDonald’s, Molson Coors, Volkswagen, Amazon, Unilever, JetBlue, Adidas, PlayStation, and the U.S. Army to build meaningful consumer connections that drive sustained growth.

Founded in 1949, DDB is part of Omnicom (NYSE: OMC).

Contact
[email protected]

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Timothee Chalamet and Josh Brolin reunite at the opening night celebration of the Denis Villeneuve’s Dune: Exposures exhibit at Leica Gallery Los Angeles on Monday (February 10) in Los Angeles.

The 29-year-old actor showed his support at his Dune: Part Two co-star’s exhibit with Greig Fraser, which is a collaboration of image and word for the gallery, which is also a book.

Dune director Denis Villeneuve was also in attendance, along with Josh‘s wife Kathryn Boyd and his Goonies co-stars Ke Huy Quan and Jeff Cohen.

Keep reading to find out more…

The exhibit celebrates the two Dune movies, where Josh and Greig “use each other’s medium for inspiration,” and it’s their “way of expressing our deep respect for the film making process, and more particularly our leader Denis Villeneuve. Our intention with the book and subsequent exhibition was to draw attention to the power which the written word and image can enhance each other.”

Josh and I have helped each other have a deeper understanding of our own respective skills and in tandem are bought back in to a fuller circle, linked by the company of likeminded creativity,” the duo continued in a statement.

The “Dune: Exposures” book is currently available to purchase on Amazon and at Barnes & Noble!

The exhibit is currently open through February 26th at Leica Gallery Los Angeles.

If you didn’t know, a third Dune movie is in the works!

Disclosure: Some products on this site use affiliate links and we may earn commission for any purchase made through the links.

Browse through the gallery to see more photos from the Dune: Exposures gallery opening…





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Elasticsearch Filters – Table of Content

What is Elasticsearch Filters

The bucket is the collection of documents which matches with associated filters. Every bucket is associated with a filter. In elasticsearch filter aggregation defines multi buckets. Filters can also be provided as an array of filters. When it receives requests which form in the form of buckets. They are filtered and those filtered buckets returned in the same order as in request. Its field is also provided as a filter array. Parameters are added in response with which the documents do not match the given filters. Those documents returns to the other bucket or in the same bucket named 

Even other parameters are also used to set key for those documents to give value other than default. When the process of collecting data starts. Documents are separated and formed into buckets. Each bucket flows through filters. While the process is going on the documents which are away from parameters of the given filter are identified. Those identified files are separated and transferred into other buckets or in the same as default. To avoid them from default, new parameters are formed to create keys for them then they are formed into the new bucket. The filters which we used frequently are caught by elasticsearch automatically.

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Why Elasticsearch Filters

It stores the documents in the form of JSON each of them relate to one another. This index makes the documents searchable in real time and also helps the users during searching. It is good at full text search. It is also the platform for real time search.

It is known for its time sensitive use, it works fast with rapid results. By using it users can store, search and analyse the data in huge volume and in real time. With this we get rapid results because instead of searching text directly it searches index. It processes and gives back the data as a response in the form of JSON. Its power lies in the tasks distributed, searched and indexed across the cluster. The Cluster part which helps to store data is known as node. It allows users to make copies of the index that process is called replica.

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How to use Elasticsearch Filters

Generally we need various assistants and applications for searching, storing, filtering, classifying, etc. But, do you ever think that there is a single application which does all those things for us with high speed? Yes, they are named as elasticsearch filters. To use it first we have to submit our text to elasticsearch then it receives our text. Then the text was stored into buckets. Buckets are the collection of documents. When the process is going on these buckets goes through filters which are given for filtering them.

While that process the documents which do not meet the parameters of that filter were identified. Those identified documents are separated from the bucket. Those documents are transferred to other buckets or in the same bucket as default. New parameters are created for those other documents to avoid them from being defaults. Then when we search for the particular topic then our text will be found within seconds. Those text is saved as index instead of saved as text. Because the index helps us a lot in exact results. And also in a short period of time. It filters and searches the exact result for us. Which saves us a lot of time.

Big Data Analytics, elasticsearch-filters-description-0, Big Data Analytics, elasticsearch-filters-description-1

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Benefits of Elasticsearch Filters:
  • Used for application search, which rely heavily on search for access and reporting of time.
  • Used for website search, which stores heavy text. Found useful for accurate searches. Steadily gaining place in the search domain sphere.
  • Used for Enterprise search, which allows search that includes documents search. Blog search, people search, etc. It replaced many search solutions of popular websites. We can gain great success in company intranet.
  • Logging and log analytics, which also provides operational insights to drive actions. Used for ingesting and analyzing data in real time.
  • Used for infrastructure metrics and container monitoring, many companies used it for various metrics to analyze. Which also includes gathering data, parameters which vary for different cases.
  • Used for security analytics, which access logs. Also concerns system security. In real time.
  • Used for business analytics, works like a good tool for business analytics. It includes learning the curve for implementing this product. Which is felt as a good feature by many organizations. It also allows non technical users, for creating visualization and performs analytical functions.
  • It has rebutted distributed architecture which helped a lot in solving queries. And data processing which is easy to maintain.

Drawbacks of Elasticsearch Filters:
  • It has the ability of searching when there is only the text presented only in data.
  • The syntaxes for queries made simpler and it has auto sharding.
  • The documents which they maintain are poor documents, not easy at the first contact. 
  • When we came to pricing it felt good at free trial. But there is a significant jump suddenly into other levels of paid services.
  • Difficult architecture to optimize. And also easier to understand its bottlenecks.
  • The encryption which we need is at rest. It has a penalty for performance when using the linked documents.
  • Sometimes to deal with it you need database knowledge.

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Conclusion

Finally, companies found a great application for their maintenance. Which helps the organizations a lot in many necessary works. They are like searching, storing, filtering, and organizing into the index. The index is the best feature maintained by it. Because generally search engines save the text as the data presents. But instead it saves the data in the index. Which helps a lot while searching it gave accurate results. With in low time which also saves a lot of time. The requests made by customers and the result it gave as feedback is in the form of JSON. However, its special features gain its position in the market and even holds it in future as the best and useful application for the development of organizations.

Related article:

Elastic Pagination



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Are you someone who leaves holiday shopping until the last minute and then breezes around the mall or shopping center in a panic, trying to find the perfect gift for a family member, friend or coworker? If so, you might want to consider starting your holiday shopping early this year, at the 13th annual Jordan Early Learning Services Fall Craft and Gift Boutique this Saturday from 9 a.m. to 3 p.m. at Jordan High School.

According to Jordan Early Childhood and Family Education Parent Teacher Organization member Katie Buell, 82 vendors are confirmed for this year’s show, which usually draws about 1,000 people. Vendors sell handcrafted goods, such as toys, doll clothing, wool mittens and hats, jewelry, home decor and salsas and jams, Buell said.

The event is Jordan Early Learning Services’ annual fundraiser to provide more educational opportunities for Jordan’s early learners.

Heather Fry, a Premier Designs jewelry dealer, is a first-time vendor who signed up in February and until now, has just done home and Facebook Live parties. The jewelry she sells is versatile, allergen-free and is manufactured in Flower Mound, Texas.

Fry has attended the craft show for many years. The mother of four Jordan students, Fry has been involved with Early Learning Services for years. She was on Jordan’s Early Childhood and Family Education PTO for seven years, and was the PTO president for the last two years.

With her youngest, Aubrey, 6, now in kindergarten, Fry’s family has aged out of the Early Learning Services program, but she knows the impact it can have on kids.

Fry said funds from the annual sale helped build a new STEM shed last year, with magnifying glasses, shovels, pails, rakes and other tools to support outdoor learning at a young age.

The money is raised three ways: through vendor booth fees, a silent auction and food sales. Vendors can donate pieces to the silent auction and receive donations for the silent auction. Fry said local outdoor furniture store By the Yard is a huge donor, and this year they also received Disney Park Hopper passes and an autographed picture of Vikings wide receiver Stefon Diggs.



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