McCann Launches Third 'Truth About Street' Study

More Than 2,500 Regional Employees Take to 'The Streets' In 25+ Latin American Cities to Study Millennial Women

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Mar 12, 2015, 02:27 ET

SAO PAULO and SANTIAGO, Chile, March 12, 2015 /PRNewswire/ -- True to its tradition as a leading expert in consumer behavior, McCann Worldgroup is launching the third mass roll-out of the agency network's Truth About Street study, a proprietary research approach that includes one-on-one contact between agency employees and the reality of the streets. The initiative sends all of the agency's employees out to collect real world information, visuals and insights, and includes everyone from top management down to the newest assistants and from the creative, account, planning, production and administrative departments.

The first study, in May 2012, analyzed the habits of people from every Latin American socioeconomic class towards street food consumption, a market that represents US $127B annually in Latin America. The first study was created by Luca Lindner, now global president of McCann Worldgroup, who was at the time regional president of the LATAM region.

The second study, in 2013, analyzed the tactic and strategies of successful small business owners in the food and beauty markets.

The current study will deepen the knowledge available about millennial women, the demographic designation for those born between 1980 and 2000. "The millennial women are a very important segment for the majority of our clients. They are highly influential in the way that local culture is being shaped across the region," says Josafat Solis, McCann regional planning director for Latin America and coordinator of the study, to be conducted in over 25 cities across the continent.

The staff of participating McCann Worldgroup companies in Latin America includes McCann, Momentum, MRM // McCann, UM, Future Brand and Weber Shandwick. McCann Worldgroup's employees will reach out to women in all aspects of their daily life, from shopping centers to public transportation stations to parks to office buildings, restaurants and shops. Results will be made available to McCann Worldgroup clients in May and the media soon thereafter.

The Truth About Street is an exclusive regional study that integrates the global studies platform of McCann Worldgroup's global intelligence unit, McCann Truth Central.

About McCann Worldgroup

McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 23,000 employees in more than 120 countries, comprising McCann Erickson (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).

SOURCE McCann Worldgroup