McCann Unveils “The Truth About America” Study at 4As Transformation

McCann Unveils “The Truth About America” Study at 4As Transformation

McCann executives and clients came together for a panel discussion at the 2017 4As Transformation conference to unveil the results of “The Truth About America,” the latest study conducted by McCann Truth Central, McCann Worldgroup’s global intelligence unit. The study delves into the current mood of Americans during a time when national culture feels more divided along partisan lines than at any other time in recent memory. The results reveal areas of “gaps” and “glue” - issues that divide Americans along conservative and liberal lines, but also those values that bring them together. For example, according to the study, if a brand was going to be in charge of the U.S., which would get the vote? Amazon was the common-ground answer, while conservatives otherwise favored Walmart, and liberals answered Google. When asked about issues that are “most American,” the common-ground answer for conservatives and liberals was equal pay for women.

President of McCann North America Chris Macdonald kicked off the session with some background on the study and on Truth Central. Chief Strategy Officer Steve Zaroff then took the audience through the results of the study, including:

·         68% of us have read news about government or politics within the last few hours

·         84% of Americans believe that brands have the power to make the world better

·         44% of Americans think brands should not make political statements

Steve then invited the panelists to discuss how brands can fashion a meaningful role in peoples’ lives in the current national climate, and how to walk the fine line between purpose vs. politics. Panelists included Devika Bulchandani, Managing Director, McCann NY & President, McCann XBC; Kathleen Hall, Corporate Vice President, Brand, Advertising & Research, Microsoft; and Lilian Tomovich, Chief Experience & Marketing Officer, MGM Resorts International.  Soundbites from the discussion:

“Learn how to navigate politics in a way that stays true to your brand values” – Kathleen Hall

“Fearless Girl resonated because of the equal pay “glue” factor” – Devika Bulchandani

“We need to now focus on what America does…getting stuff done” – Kathleen Hall

“Brands would be mindful to choose culture not politics” – Steve Zaroff

“Everyone needs more entertainment (and experience) in their lives” – Lili Tomovich

Read more about the study in the press release and about our 4As session in Ad Age.

Whangin’ On Wins the TWB 2nd Annual Pool Tournament

Whangin’ On Wins the TWB 2nd Annual Pool Tournament

Social Media – What’s Now and What’s Next – 4As Transformation

Social Media – What’s Now and What’s Next – 4As Transformation