NEW YORK, Oct. 10, 2017 /PRNewswire/ -- In an unprecedented
global research initiative, McCann Worldgroup has enlisted all of
its employees around the world to leave their desks for a day and
head to the streets in their local markets to meet with and
interview people face-to-face to gain insights into their shopping
behavior and their relationship to cultural values. This new "Truth
About Street" study will involve roughly 20,000 McCann Worldgroup
employees in more than 100 countries.
Every department and level of the network has been enlisted to
participate, from associates to senior management, including
creative, business leadership, strategy, production and
administrative teams. The questions and conversations are designed
to gather additional information and insights about local cultures,
brand attitudes, traditional shopping, e-commerce and emerging
consumer sentiment.
Luca Lindner, McCann Worldgroup
President, said, "This is the first time that we have galvanized
our entire employee base to help us develop in-depth insights about
local culture and its connection today to brand attitudes and
shopping behavior. In doing so, our employees will hear first-hand
the cultural shifts that are affecting our clients and have a
deeper understanding of how to apply these learnings to help grow
our client's brands and businesses."
Suzanne Powers, McCann Worldgroup
Global Chief Strategy Officer, said, "This builds on our initial
Truth About Global Brands research, which uncovered shifting human
and cultural dynamics, requiring new approaches to marketing that
we've called 'Deep Globality.' By empowering our whole network, we
will both be gaining rich truths and inducting everyone personally
behind these new global and local perspectives that are influencing
how our clients need to go to market."
The findings will be incorporated in the next wave of the
company's Truth About Global Brands study. First conducted in 2014
by McCann Worldgroup's global intelligence unit, McCann Truth
Central, it looked in-depth at the changing dynamics affecting
global brand marketing. The research entailed quantitative work
with 30,000 people in 29 countries, supplemented by rich
ethnographic research with consumers as well as with marketing,
cultural and entertainment experts.
The proprietary Truth About Street methodology was first
pioneered by McCann Latin America in
a 2012 study focused on the consumption of street-vendor food,
followed by a study of shopping behaviors in 2013. Following this,
Latin America has hit the streets
each year with a new topic to continue building on these truths,
with about 2,000 McCann employees in 20 Latin American and
Caribbean countries.
About McCann Truth Central
Truth Central is McCann
Worldgroup's global intelligence unit, with representation in more
than 100 countries around the world. Truth Central's mission is to
create original research that unearths the macro level truths
driving people's attitudes and behaviors about life, brands and
marketing. For more about Truth Central or to access previous Truth
Studies,
visit: http://www.mccannworldgroup.com/about/truth
About McCann Worldgroup
McCann Worldgroup, part of
the Interpublic Group (NYSE: IPG), is a leading global
marketing services company in more than 100 countries, comprising
McCann (advertising), MRM//McCann (digital marketing/relationship
management), Momentum Worldwide (total brand experience), McCann
Health (professional/dtc communications), CRAFT (global adaptation
and production), UM (media management), Weber Shandwick (public
relations), FutureBrand (consulting/design), and PMK-BNC
(entertainment/brand/popular culture).
View original content with
multimedia:http://www.prnewswire.com/news-releases/to-unlock-the-real-truth-about-street-mccann-worldgroup-will-hit-the-streets-in-100-countries-300534396.html
SOURCE McCann Worldgroup