20k McCann-ers take to streets to discover consumer truths

11 Oct,2017

By A Correspondent


As part of a 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 behaviour 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.


Said Luca Lindner, McCann Worldgroup President: “This is the first time that we have galvanised our entire employee base to help us develop in-depth insights about local culture and its connection today to brand attitudes and shopping behaviour. 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.”


Added  Prasoon Joshi, Chairman of McCann Worldgroup Asia Pacific and CEO of McCann Worldgroup India: “Truth About Street is a testament to the effort and energy that goes into building McCann’s understanding of local culture, especially in a dynamically changing country like India. The study is proof of our unmatched sense of community and collaboration. We are committed to maintaining our edge in being the power-house of knowledge about people, cultural shifts and evolving trends and thus giving the best to our clients.”


Said Jitender Dabas, Chief Strategy Officer, McCann Worldgroup India:  “This 24-hour global-local truth hunt is a proprietary study unlike anything ever done by any agency in India or anywhere the world. It sees each and every employee engaged in unearthing rich, meaningful insights around globally relevant and locally nuanced issues and topics to capture the essence of their city and its people.”


The findings will be incorporated in the next wave of the company’s Truth About Global Brands study.


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