Thursday, February 25th, 15:30 - 19:30
Kennedyallee 70
60596 Frankfurt am Main
Frankfurt, Germany
Event by invitation only. Click here to request an invite.

Thursday, March 10th, 09:30 - 13:30
Via Balzan 3 (angolo via San Marco)
Milano, Italy
Event by invitation only. Click here to request an invite.


McCann Truth Central’s “Truth About Global Brands” online consumer research study surveyed 30,000 people across all regions of the world. The study highlights people’s attitudes and beliefs towards global, as well as the swiftly-evolving media and cultural landscape.

The research finds that the old world of Globalization is dead. Today, brands need to operate in a new era of Deep Globality, which requires deep knowledge, deep local networks and deep media savvy.

The research lays out the most powerful ways for brands to successfully navigate this new era of Deep Globality, focusing on three key principles:


In today’s global world, every local action can cause a global reaction. While this presents amazing opportunities for brands, it can also cause real consequences if not done properly. Given this complex landscape – coupled with the imperative for brands to go global – we need to rethink how we expand and operate in multiple markets. How should global brands, and those with global ambitions, think about their path to globality? In this study, we explore the key components of a global framework, and how brands can leverage these elements to their advantage.


The new age of globality means brands have a responsibility to be additive to a culture, rather than reductive. The Truth about Global Brands reveals a set of universal truths we believe enable people to achieve a more meaningful existence. However, these truths manifest themselves differently in nuanced ways across settings, relationships, ideas and media, including digital. While Love may unite people all over the world, an Argentinian person says “I love you” 24 times a week, while a Japanese person says it less than once a week! How can brands navigate these seemingly disparate culture behaviors successfully and earn their way into cultures around the world?


In today’s more global world, ideas can come from anywhere and go anywhere. With content moving at break-neck speed, there is a great need for great ideas to travel well. Why do some ideas become “hits,” while other perfectly engineered ideas never really make it? We spoke to the creator of the hit show Downton Abbey, watched with cult fanaticism in countries around the world. Despite it’s viewership in countries as dissimilar as China and America, its success lies in its loyalty to its authentic English self. We look to understand how and why ideas travel, and setting up the conditions for greatness.