McCann Truth Central Launches Tastemakers Council Focused on Luxury Market

McCann Worldgroup's Thought Leadership Unit Partners with Luxury Innovators to Develop New Perspectives on Affluent Behavior

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McCann Worldgroup

Apr 30, 2015, 11:01 ET

NEW YORK, April 30, 2015 /PRNewswire/ -- With the luxury space evolving at an increasingly rapid pace and more capsule collections, trendy online retailers and technologies competing for customers' attention every day, the definition of luxury is becoming diluted. As a result, marketers are asking, "what is luxury today and how are affluent consumers responding?"

To answer these questions, McCann Truth Central, the thought leadership unit of McCann Worldgroup, is announcing the launch of its Tastemakers Council initiative at the 2015 Luxury Daily Luxury Insights Summit in New York City.

Led by Nadia Tuma, SVP, Director, McCann Truth Central, The Tastemakers Council is a semi-annual gathering of innovators, thought-leaders and marketers from a variety of categories including travel, hospitality, fashion and beauty. Its mission is to produce new perspectives on luxury based on a deep understanding of the affluent consumer, and to boldly push the thinking forward on the future of this category. The content produced will provide invaluable strategic insight to luxury brand leaders seeking to best navigate an increasingly complex landscape.

"Given the context of the growing conflation between haute and mass, not to mention the increasingly elusive and complicated affluent consumer, we feel it's critical for luxury brands to have a deep understanding of both the cultural and consumer truths that influence luxury," says Tuma explaining the Tastemakers Council mission.

In its 2013 report, "The Truth about Affluence," McCann Truth Central explored the modern meaning of affluence and surveyed affluent individuals all over the globe. The report unpacked the passions, family structures, priorities and brand relationships of affluent people across regions. The Truth Central Tastemakers' Council will build upon this foundation of knowledge as it seeks out new truths guiding the evolution of the luxury category and the affluent consumer.

The study also found that the truly affluent consumer is harder to identify than in the past with 84% of affluent individuals saying that it is harder to tell how affluent someone is just by looks.

About McCann Truth Central
McCann Truth Central, the global thought leadership unit of McCann Worldgroup, is committed to uncovering the world's hidden truths and investigating the topics that matter most to marketers and brands. For more about Truth Central or to access Truth Studies about Global Brands, Moms, Mobile, Shopping, Wellness and Youth to name just a few please visit: http://truthcentral.mccann.com/studies/

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