Zayum, Truth Central: Back At it Again with

Not to throw subs or anything, but some people are so basic. It makes me salty. If you want to glow up then being fluent in Gen Z is major key. Preach. Learn how to fire shots or tell your bae they betta werk. Or maybe you wanna come thru to get hype. Whatever you do, don’t act thirsty now.

Reading the above, you’ll likely fall into one of two camps: either this is your native language (ok, maybe it’s trying a little too hard; we’ve exaggerated for effect) or this is complete and utter nonsense (in which case, you’re most likely over 25).

For those who fall into the latter camp, our new website may be your lifesaver (clutch, if you will). It’s Urban Dictionary for the next generation—the website is a living, breathing alphabet that breaks down today’s most common Gen Z slang. It features candid and,

Carmen Graf named 2016 Adweek Media All-Star

Every year for the past 30 years, Adweek’s Media All-Star award has honored the most trailblazing media executives in the business. And this year, with little surprise to us, Carmen Graf was named an Adweek Media All-Star. Ask anyone who has worked with Carmen Graf, executive director of GSD&M’s media department, and they’ll tell you why she’s one of the 12 executives in the country to be honored this year.

Adweek saw no oversight into her many achievements such as being named a Media Star of the Future by Newsweek, earning a Silver Effie Award, being named a media finalist at Cannes and being part of the BMW/Graffiti campaign, which Forbes named one of the best social media campaigns of all time.

With her intuitive and creative approach, Carmen exemplifies the quality of charisma required for her capacity of work, and in her 24 years at GSD&M, she has channeled that energy, creativity and forward-thinking to make serious moves for the media department. You’re an all-star, Carmen! Congrats. Learn more about the honor right here.


Artwork by GSD&M designer, Laura Guardalabene

Happy Fathers’ Day

This Sunday many countries all over the world will be celebrating the great men in their lives: fathers! In celebration of these fun, supportive and modern men, we’ve created Father’s Day Truth cards! We recently released an update of our Truth about Moms study, and this time, we’ve included dads into their truth-hunting mix. Here are a few highlights from our findings that we would like to share with you. We hope you enjoy these new insights into this important group of people, and happy Father’s Day!

The post Happy Fathers’ Day appeared first on McCANN Truth Central.

The Best Wave of Your Life

When James Gudgeon is not analysing shopper behaviour at DECIDE., he’s off surfing and I can understand why – it’s apparently highly addictive and one of the most popular board sports ever invented. There are over 20 million surfers in the world, and the number is growing fast.


To celebrate International Surfing day on 20th June (dedicated to the sport of surfing and the surfing lifestyle and the hugely important sustainability of ocean resources), we asked James to give us a tiny insight into his exhilarating sport……

“Picture this.

Deep on the inside behind the rocks Eugene fanning strokes into what can only be described as the best wave you have seen in your life.

With typical ease his slide drop into the pit is seamless and from your shoulder hopping position, the view is sensational.

However, one of the


Icons break norms in order to expand them. But in order to subvert the rules, one must first understand them. That is precisely what elevated Spanish artist Pablo Picasso to the status of an icon, both in his day and in art history books.

Picasso is one of the most influential artists of the 20th century. He is known for revolutionizing art and pioneering new techniques, like Cubism. But not everyone knows how he got there.

Picasso was a classically trained artist – often labeled as a “child prodigy” who demonstrated extraordinary talent in painting and drawing in a naturalistic manner. However, he disliked his art school’s singular focus on classical subjects and techniques. At the age of 16, he vented this frustration in a letter to a friend: “They just go on and on about the same old stuff: Velázquez for painting, Michelangelo for sculpture.” It’s no

Life’s a Beach

The World Economic Forum has estimated that by 2050, oceans are expected to contain more plastics than fish by weight!

Today is World Oceans Day so to raise a bit of awareness about our global day of ocean celebration and collaboration for a better future, here’s an insight into what we’re dealing with…

The Great Pacific Garbage Patch is a massive dump of floating garbage in the Pacific Ocean. We contribute to it every day by littering and using un-biodegradable materials. Our trash is taken downstream from rivers into the ocean, where currents sweep it to the closest patch –  it refuses to break down and entangles an estimated 135,000 whales in plastic marine debris in addition to inestimable millions of birds, turtles, fish and other creatures.


It’s really fantastic to hear that there’s something being done about it:  The United Nations recently launched a global initiative, Parley for the Oceans,

Presenting the Global Launch of the Truth About Youth Refresh

If you thought you had a pretty good handle on youth after reading our original Truth About Youth study, think again. Welcome Generation Z, an entirely new breed of Snapchat-wielding, livestreaming, meme-referencing consumers. To help understand this most sought after cohort, we recently launched our second Truth About Youth study at the Lightbox in midtown Manhattan on June 2nd. The truly unique venue allowed for a completely immersive, mesmerizing, 360 degree window into what it means to be young person in today’s world.

The morning included provocative panels with some of this generation’s rising stars. From inventors Ann Makosinski and Blake Marggraff speaking about making science “cool”, to the queen of Vine Lele Pons, to quarter life poet Samantha Jayne, and finally, to a livestreaming tutorial with Zach Clayton, it was a pretty packed agenda! We also brought in a host of young entrepreneurs during our “Tech Date” segment. To

Hold True – Magners Brand Relaunch

Magners hold true

It’s been a momentous journey but we’re delighted to reveal our relaunch campaign for the Magners brand as part of a recent multi-million pound marketing overhaul.

Following months of market research and brand development, the campaign entitled “Hold True” sees a new positioning introduced, rejuvenating the brand and injecting a new-found relevance in the 21st century. The strategy sees us champion Magners as an authentic cider that has held true to its original recipe since 1935 and remains uninfluenced by modern-day fads. In the same vein, the launch TV ad celebrates a group of musicians who remain true to themselves, however different and non-conformist that may be.

Directed by Jake Scott, who has previously filmed promos for the likes of Oasis and Radiohead, it sees an eclectic range of music artists playing the classic Rolling Stones song “I’m free to do what I want”. Among the line-up we hear a 66 year-old punk singer, a seven-piece ska group, a harpist, a rockin’ blues band and a hip-hop artist – each musician holding true in an uncompromising and unique way. Our ECD, Simon Learman explains: “Magners has landed its new brand positioning ‘Hold True’ by celebrating a diverse range of musical talents, who each hold true to their musical ideals in a highly distinctive fashion.”

The spot airs across TV and VOD, also receiving radio and digital OOH support. Those who find themselves dancing along to the music from the ad will be glad to know three versions of the song will be available to download from Apple Music, Google Play, Spotify, Tidal and Amazon.

Watch the spot below and find out more behind the brand relaunch in an interview with our CEO Marc Nohr and CCO Ryan Newey for Campaign.