McCann Manchester's 370 staff hit the streets as part of global 'Truth' study

David Prior's picture
by David Prior

McCann Manchester's 370 staff will hit the streets today as part of a global McCann Worldgroup initiative to find out more about local culture and its effect on peoples’ lives, attitudes and behaviours.

In what it says is an "unprecedented global research initiative", a total of 20,000 McCann employees across 100 countries will take part in the Truth About Street study.

Staff will interview people face-to-face to gain insights into their shopping behavior and their relationship to cultural values.

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.

Sue Little, chief executive of McCann Manchester, said: “Our global truth studies are hugely insightful on so many levels for virtually every client we work with.

Chief executive Sue Little

"The ambition of this study is massive and it will give us a real temperature test about how the general public are thinking and feeling on a local and global level. Something on this scale has never been undertaken before by a company and it is immensely exciting to participate in it.”

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.

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.”

Pictured top: Staff at McCann Manchester get ready to hit the streets across the North West alongside 20,000 colleagues in McCann Worldgroup