Global Director, McCann Truth Central
Laura Simpson is Global Director of McCann Truth Central, the global thought leadership unit of McCann Erickson Worldwide, dedicated to discovering “the truths that illuminate the world and help brands make their mark in it”. Laura invented McCann Truth Central, launched it in 2012, and has made it a respected source of actionable global marketing insights for clients.
Laura is a big-stage innovator, blessed with insatiable global curiosity, a love of discovery, and with a pure delight in captivating audiences with thought-leading insights.
The Truth Central studies introduced so far have uncovered opportunities in a diverse range of industries. They include: The Truth about Youth; The Truth About Social; …About Privacy; …About Beauty; …About Moms; … About Politics; ... About Wellness; and About Advertising. Each combines market research, anthropology, consumer psychology and robust statistics to present as accurate and well-rounded a picture as possible about a given subject. The aim is to make them definitive guides for clients seeking to shape and grow their brands.
Truth Central studies have been covered by press around the world, and Laura has been invited to present findings to CEOs of major clients and to speak at the ANA, CES, Mobile World Congress, among others.
Previously, Laura was Head of Trends and Insight for McCann London, and earlier, a global researcher for international research agency, Synovate. She’s worked across such client accounts as L’Oreal, MasterCard and Nestle.