Truth about Global Brands 2: Global vs. Local Brands

An independent study commissioned by Truth Central (McCann’s cultural intelligence unit) that unearthed the macro shifts in culture related to the effects of a globalized world. The study comprised a quantitative survey and a qualitative methodology that included turning agency staff into researchers, sent out to interview people on the streets. The Asian region presented itself as an outlier comparative to other regions: Optimistic with a desire to open to the world as other countries preferred to retreat inwards. We dug deeper into the source of this growing optimism in each country, publishing two regional perspectives summarized in articles published below:

• A summary of the findings in APAC published on Campaign Asia.

• A follow-on session unpicking the ‘disruptor traits’ of highly-loved rising local brands in Asia.