ABOUT US

OUR STORY

A hundred and three years ago, H. K. McCann set out to build something. He started with a point of view, a creative department and one client, a start-up, called Standard Oil. They did a good job building that brand. And they built another one called General Motors. And one called Coca-Cola. And Microsoft.

In fact, if you look at the one hundred most lasting brands of the last century, more of them were crafted at McCann than at any other agency.

Why? Because we build to last.

We don’t build fads or gimmicks or trophy shelves. We build brands. We give them meaning, we give them relevance, and we give them a purpose in the world that has value. We give them a long-term vision and a voice worth listening to. We take a truth and we tell it well.

At the heart of every idea is a truth. Not a fact. Not a stat. A human truth, which is timeless and enduring. A truth that gives meaning to a brand and how it connects to its customers. A truth that spawns timely tactics, campaigns, and stories. Forever flexible, always connected.

After all, we live in a disposable society, where products and marketing ideas can come and go with amazing speed.

But in this world of stunts, tactics, projects and buzz words, we believe building lasting brands with a lasting purpose is more important than it’s ever been.

We are McCann.

SERVICES

TRUTH CENTRAL

Truth Central is McCann Worldgroup’s global thought leadership unit. We exist to create original research that can help shape and grow our clients’ businesses. We create a blindingly fresh report every three months, dedicating our minds to unearthing unique truths. Each study covers 20+ markets so we can give you a truly global view. Get in touch if you’d like to learn more about how we can apply our learning to your business.

TRUTH ABOUT WELLNESS

The Truth About Wellness provides brands with strategies to navigate this emerging, yet incredibly broad concept. We have unpacked deep-rooted consumer behaviours and found where the opportunities (and perceived responsibilities) are for brands within the wider cultural lens. We interviewed 7000 people worldwide to determine, among other things, what wellness means to them.

TRUTH ABOUT AFRICA

The opportunity that sub-saharan Africa, or more specifically countries in sub-saharan Africa offer is huge, but in order to capitalise on it, companies cannot simply follow their traditional approaches, they need to understand, appreciate and adapt to the continent. Africa is highly innovative and has been able to find solutions that meet the needs of people in a uniquely African way, and companies need to bring this spirit of 'Kanju' into their own organisation in order to succeed on the continent. The Truth about Africa uncovers fundamental myths about the continent, explores the different trends and influences that drive consumption and behaviour, and suggests strategic approaches to winning on the continent.

TRUTH ABOUT BEAUTY

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.

TRUTH ABOUT THE CONNECTED YOU

We all know that connectivity via technology is a tremendously important force in contemporary culture. In this truth study, we have explored the notion of connectivity from some new and provocative angles. We’ve broached subjects like whether mobility impacts fundamentals such as our motivations and personalities and whether life lived through a screen gives us a different moral compass. Most importantly, we’ve provided strategies for consumer brands, device manufacturers and networks to navigate this brave new world of ubiquitous connectivity.

TRUTH ABOUT SOCIAL

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.

TRUTH ABOUT GLOBAL BRANDS

No one can deny that navigating today’s global marketing landscape has become increasingly unpredictable. As people, brands and ideas mix in new ways, the roles of marketers and marketing continue to evolve. To better understand this ever-growing complexity we undertook a comprehensive global research study to find out “The Truth About Global Brands.” The study was based on an online quantitative survey of 30,000 consumers in 29 markets, supported by qualitative research in over 20 markets around the world.

TRUTH ABOUT PRIVACY

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 person around the world? We asked over 6000 worldwide people to find out.

TRUTH ABOUT YOUTH

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.