Loading...
Loading...

McCann London

London https://www.mccannlondon.com/

Disciplines

  • Advertising/Creative
  • Brand strategy
  • Integrated marketing

About

We build brands that move people and markets through the radical creativity of Truth Well Told™. We don’t make campaigns, we build brands. We don’t follow trends, we uncover enduring human truths. That has been the promise of Truth Well Told since our founding in 1912 – a promise we renew every day as an iconic brand that builds the world’s most iconic brands through finding the truth and telling it well.

Connect

People

Clients

Insights
View Insight
Insights

The Truth About Global Brands

Global brands face a more complex reality than ever. Trust is harder to earn – and easier to lose – with most people believing brands are less truthful than 20 years ago. In a world shaped by AI and fragmented media, doubt has become a commercial risk. Now in its third wave since 2014, McCann's The Truth About Global Brands draws on 20,000+ people across 20 markets, examining how trust, culture and growth are being reshaped in real time. Developed in partnership with the Economist Impact Unit.
View Insight
Insights

The Truth About Youth

Gen Z is reshaping culture, creativity, and connection - and redefining what they expect from brands. This report from McCANN and Snap explores how to truly resonate with this influential generation. Backed by over a decade of global youth research from McCann Truth Central and social-first insight from McCANN Content Studios (whilst also powered by Snap-powered proprietary data), we uncover the key truths, myths, and motivations driving Gen Z’s identity, loyalty, and brand advocacy today.
View Insight
Insights

Truth About Escapism

Escapism is a fundamental human behaviour that has shaped our world for centuries, and McCann Worldgroup’s latest truth study ‘The Truth About Escapism’ explores escapism in all its forms. It drives creativity, innovation, and well-being, with 91% globally feeling the need to escape - fuelling a $9.7T "Escape Economy." Discover more about our latest "The Truth About Escapism" report.
View Insight
Insights

McCann Content Studios: Industry Trends Wrapped (Review of 2023)

2023 was a whirlwind of influencer trends, from extravagant brand trips to the rise of "delulu" culture. But amidst this chaos, three overarching themes emerged that defined the year. To find out, read our report to see our review of last year's influencer trends.
View Insight
Insights

You Can Run, You Can Hide, But You Can’t Escape “The Ick”

This is the first article of McCann London’s Atomic Soup series. A collection of sharp provocations and quirky insights written off the back of their creative brainstorm sessions, Atomic Soup. Fuelled by diversity of thought and blended with cultural truths from their global network, Atomic Soup is an accelerated swarm designed to generate ideas that catch fire in culture and build brands. In this session, led by planner Jo Costello, the McCann network explored the ick epidemic.
View Insight
Insights

The Truth About Gen Z

The Truth About Gen Z places lived experience at the heart of its analysis. With over 30,000 participants across 26 different markets, our proprietary data represents a truly global investigation into Gen Z culture. And backed by our new Gen Z Anthropologist Network—a global collective of young, impassioned voices acting as our eyes and ears on the streets—this study offers intimate and varied perspectives from the generation that we’re all closely watching.
View Insight
Insights

The Truth About A Well World

The Truth about a Well World is a global initiative that aims to build a world in which everyone can thrive. The cornerstones of the Well World initiative are two recent Truth Central studies, The Truth about Wellness and The Truth about Sustainability. We have coupled together these studies because we believe the two topics are inextricably linked: a healthy population is dependent on a thriving planet, and a thriving planet is dependent on a healthy population.
View Insight
Insights

Truth About Britain 2022

The Truth About Britain 2022 study demonstrates how cultural stories of Britain have evolved in view of contemporary experiences of Britishness and highlights key areas where the British experience is shifting.
View Insight
Insights

Tastemakers Council Report 2023

With the goal of redefining and rethinking the world of luxury, McCann Worldgroup’s Luxury Practice brought together a 2023 Tastemakers Council to discuss the ongoing mission to “lead a rich and insightful cultural conversation about the future of affluence.” Still, the question on everyone’s mind was, with the world on fire, why are we talking about luxury?
View Insight
Insights

Dear Creative Partner, It's Over: I'm Leaving You For AI

AI is getting seriously better at mimicking Art Directors and Copywriters. But if it’s that good, why aren’t we all leaving our creative partners for it? Our creative duo G/Jems give their opinion on the impact of AI on creative partnerships.

View Insight
Insights

Let's Kill The Attempts To Be Worthy And Embrace Entertainment

Sometimes a brand's meaningful role is to provide joy, escapism and entertainment.

Events