McCann Truth Central | Japan Launch Event
2026.10.14 WED 13:30–15:00
Live Webinar | Free to Attend | Advance Registration Required
What makes a brand global today?Introducing the Japan edition of thenew playbook for modern brand building.
Presented at Cannes Lions 2026 and developed in partnership with Economist Enterprise, our report draws on a quantitative study of more than 20,000 people across 20 markets, along with interviews with 16 global CMOs and senior brand leaders.
At this event, we will unveil the Japan edition for the first time, incorporating original research among marketing leaders in Japan.
All registered attendees will receive a summary report following the event.
Topline Summary
01
The study shows that in order to grow today, brands must help people find their way through an increasingly complex maze of truth by removing doubt and earning trust.
80%
choose brands they trust, even if they cost more
02
The world is moving into an era where shared values and culture emerge across national and regional borders. Influence no longer travels in one direction, from the West outward or from global down to local. Instead, it emerges, evolves, and spreads through networks that transcend borders.
69%
say the world is evolving toward a shared global culture
03
What it takes to be a global brand that keeps growing is changing fast. The brands that win are those that maintain a consistent meaning and value while understanding shifts in culture and values across countries and regions.
Source: McCann Truth Central, The Truth About Global Brands (2026). Based on a quantitative study of 20,713 people across 20 markets. Figures represent responses from consumers worldwide.
PROGRAM
40 min
Keynote
The Latest Findings from The Truth About Global Brands
40 min
Panel Discussion
A Conversation with Leaders at the Forefront of Global Brands
Closing Remarks
*Topics and speaker details will be announced shortly. Program content is subject to change.
SPEAKERS
We will be joined by leaders at the forefront of global brand building. Speaker details will be announced on this page as they are confirmed.
*Speakers to be announced shortly.
OVERVIEW
Markets change, and so does the way people behave. To surface what sits behind that change — the currents in people's values and attitudes, the truths — McCann runs McCann Truth Central, a global thought leadership team that studies a different theme each year across more than 100 countries and publishes its analysis.
Previously: The Truth About Youth Japan
In March 2025, we presented Truth About Youth Japan, our study on Gen Z, to an audience of around 40 clients, with guest speakers from NEW STANDARD Inc. and BeReal joining a panel discussion.
Learn moreTurn the Truths of People from Around the World into Your Next Brand Strategy
2026.10.14 WED 13:30–15:00 (JST)
Attendance is free. Once you register, we will send webinar access details to the email address you provide.
THE TRUTH ABOUT GLOBAL BRANDS | 2026.10.14 WED 13:30–15:00
Live Webinar | Free to Attend | Advance Registration Required