WMcCann is a global intelligence unit within the McCann Worldgroup dedicated to uncovering the fundamental truths that shape people's attitudes and behaviors in their lives and their relationship with brands. Their team of trend and insight experts regularly conducts global studies that are both creative and accurate, transforming into effective actions. They have conducted more than 20 global studies so far, covering about 60 markets and involving over 250,000 interviewed consumers.

These findings have been presented at conferences worldwide and featured in magazines such as Time, USA Today, Forbes, and Campaign, among others. WMcCann offers a range of studies, including The Truth About Sustainability, The Truth about Wellness, The Truth about Gen Z, and Finding the Human Truths in the War Against Coronavirus. Their studies provide comprehensive insights into various topics, empowering brands and companies to make informed decisions that contribute to a healthier planet and a more inclusive society