Our Head of Activation â PR, Social and Content, Caroline Gill, reflects on how she âmade itâ in marketing without a degree.
Our Concept Senior Account Executive, Ella Bradley, takes a closer look at the content making waves on social.
Discover how beloved brands from Barbie to Burberry are resurrecting the glories of the past to offer a comforting familiarity during the whirlwind of modern life.
This is the first article of McCann Londonâs 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.
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 Networkâa global collective of young, impassioned voices acting as our eyes and ears on the streetsâthis study offers intimate and varied perspectives from the generation that weâre all closely watching.
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.
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.
With the goal of redefining and rethinking the world of luxury, McCann Worldgroupâs Luxury Practice brought together a 2023 Tastemakers Council to discuss the ongoing mission to âlead a rich and insightful cultural conversation about the future of affluence.â Still, the question on everyoneâs mind was, with the world on fire, why are we talking about luxury?
AI is getting seriously better at mimicking Art Directors and Copywriters. But if itâs that good, why arenât we all leaving our creative partners for it? Our creative duo G/Jems give their opinion on the impact of AI on creative partnerships.
Sometimes a brand's meaningful role is to provide joy, escapism and entertainment.
Updated research - 8000 Gen Z and Millenials in UK, US, Canada, France - to understand how brands can harness the power of communities to create belonging. In 2022's research, we learned that participation in member-owned vs brand owned communities is twice as effective and 9 in 10 will buy from brands linked to their communities. Check the report for more bite-sized insights.
Itâs hardly news that innovation is at the heart of brand progress but it can look risky, particularly when youâre considering taking your brand into new categories. Discover the strategic secrets behind successful brand expansion and how brands have propelled into new categories. We've covered the key questions that inspired innovation for some of the biggest names in the game.
Welcome to the House 337 Demand Index, a series of sector-specific guides on the factors that drive consumer demand for brands and products. For our first issue, âDriving Growth In Fashion Through Desirabilityâ, we take an in-depth look at the UKâs high street fashion retailers and how brand, experience and product combine to create desirability, that intangible quality that quickens the pulse and inspires devotion.
Welcome to Chaos Theory, our latest series that aims to uncover the patterns that sit beneath the chaos weâre seeing in the world, helping our readers to understand how to respond to new realities. In November's edition, we're looking at Reframing Relationships, exploring how consumers are reassessing their everyday decisions. Download it here: https://bornsocial.com/articles/chaos-theory
Second Shot â No and low alcohols next big wave There has been a shift. Consumers that were once sober-curious have become sober-conscious. On the cusp of the great reconsideration, no and low alcohol is coming of age. Looking at the three key growth sectors, category leaders and emerging brands, we pour over the principles underpinning the next iteration of the category â and what it could mean for the future of beverage.
An initiative to understand the power and potential of communities, including research into the characteristics that create belonging, the first industry metric for measuring community strength, and an annual index of brands with a high belonging quotient. Belonging matters now more than ever, and brands have a role to play. If done intentionally, community marketing can be a competitive edge and drive exponential growth through the network effects that only communities can create.
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