McCann Truth Central is McCann’s global thought leadership unit. We exist to create original research that can help shape and grow our clients’ businesses. We create a fresh new report every three months, dedicating our minds to uncovering the world’s untold truths. With the help of our global network of Truth Central Champions in 109 markets, each study covers over 20 markets so that we can deliver a truly global view. What’s more, we’re here to work out what the truth means for brands and to advise how the truth can take our clients’ businesses to new heights.
Our pride and joy. We travel the globe to discover truths. Truths have the power to upend conventional wisdom, to spur change that compels growth for our Clients. They unearth people’s stories from the far reaches of the world. It is these stories that are the very fabric of our studies, illuminating our thinking, our industry, our world, the universe. We believe these truths are a potent force that helps brands to truly make their mark so please have a read, download a copy and get in touch if you’d like to hear more.
How do people today view politics, the media and the institution of government? How much of the truth do they believe they get from their leaders and journalists? What is their opinion of brands getting involved in politics? We conducted an online study of 3000 respondents in the US, UK and India to answer these questions.
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What drives today’s mother? What are her hopes for her children and indeed herself? How does she use technology to navigate the world around her? We conducted an online survey of 6,800 moms as well as forty in-depth focus groups to answer these questions…
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To understand mobile and the latest revolution in the history of communication, we asked over 4000 people worldwide to find out how mobile devices impact and enhance our lives. What we discovered is that we are in a new era—one that is dominated by mobile.
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We looked at the increasingly dynamic and innovative world of beauty to find out what really matters. Who sets the standards for beauty? What must one do to truly look beautiful? What does feeling beautiful mean? And what beauty dreams do we still have? We asked over 7000 people worldwide to find out.
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After speaking to over 12,000 people for our various studies, the increasing prominence of all things social just kept cropping up. In this study, we collate
our key findings to make sense of it all.
In the transparent world of today, as virtually all aspects of our lives have become digitized, the question of personal privacy keeps arising. Are we keeping up with the power of technology to shape our privacy? What is the truth about privacy concerns online? And indeed what does privacy actually mean to the average.
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What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before? We asked over 7000 young people around the world to find out.
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ALL WORK
Overview (PDF)