Strategy

McCann

Consultant
Truth

Central - London

WC1N

1,000 a month - Internship

STRATEGY
ASSOCIATE
Level: Internship
Term: 3

6
months
Start
Date: Immediate
Reporting
to: Regional
Director
EMEA,
McCann
Truth
Central
Based: London
Are you insatiably curious about brands and human behavior? McCann Truth Central, the global thought leadership
unit of McCann Worldgroup, is looking for a talented, self-starter to join our team and support our mission to become
the
worlds
leading
expert
in
business
intelligence
and
consumer
research.
About
McCann
Truth
Central
Truth Central conducts global consumer research and uses those insights to advise some of the best brands on the
planet including Coca-Cola, LOreal, Nestl, and MasterCard. To date, our studies have been viewed by many
thousands of people online and have been featured in numerous leading-edge publications including Forbes,
Huffington Post, The Independent, BBC, and TIME magazine. We bring our studies to life in innovative and creative
ways including photojournalism, books, documentary film, animation and through social experiments. Our studies
have been presented at conferences all over the globe. Truth Central is part of McCann Worldgroup, one of the
worlds
leading
marketing
networks.
Your
Role
The Strategy Associate will be a critical member of the Truth Central team, not only assisting with research but also
uncovering consumer insights and helping to formulate recommendations for brands. You will be involved in every
step of the research process from fieldwork through to analysis and client workshops. Ultimately, you will develop the
following skillset:S
Accomplished strategist: Develop best-in-class research and strategy skills by supplying real consumer
truths (plus insights and data) to accounts teams and the new business team
Relationship builder: Build and facilitate relationships with internal groups across McCann EMEA to better
understand key roles and functions within a creative agency; be point of contact for McCann new business
and growth teams for consumer research and analysis
Truth Central coordinator: Liaise with local teams in markets across Europe to leverage market expertise,
gather qualitative research, and build relationships for future research projects
Brand ambassador: Support Truth Central by contributing to social media, website content, newsletter, and
other external communication outlets
Project Management Master: Manage projects and multiple work streams to contribute to the production of
local, regional, and global thought leadership content and events.
Our ideal candidate is someone who.
Has an insatiable appetite for the latest trends in technology, society and an abiding interest in the truths of
human behavior
Is tech savvy and familiar with the latest tech platforms (including but not limited to Twitter, Pinterest, Vine,
SnapChat, Reddit, etc.)
Enjoys storytelling and has interesting experiences to share
Has a strong work ethic, with ability to manage multiple projects simultaneously
Is a self-motivated individual and able to grow into additional responsibilities
Has excellent problem-solving and analytical skills
Is proficient with Microsoft Word, Excel, PowerPoint
Bonus points for...
Writing experience (e.g., blogging, student newspaper)
Background in psychology, anthropology, or sociology
Previous work or internship experience in management consulting, marketing strategy, marketing
communication, or research (preferred, but not necessary)
Familiarity with Adobe InDesign, Keynote, and PM digital tools
Knowledge of one or more statistical packages like SPSS or SAS
Additional
information
To
apply,
please
submit
your
letter
of
interest
and
a
current
CV.
To learn more about who we are, what we do, and upcoming events, go to: truthcentral.mccann.com. Follow us on

Twitter @McCannTruth.
Job Type: Internship
Salary: 1,000.00 /month
Required experience:
Entry Level/Junior : 1 year
Required education:
Bachelor's

PROJECT MANAGEMENT CYCLE:

Initiating

Put together a business case define stakeholder value from taking the project
detail the benefits the project will bring to the organisation if in a competitive
bid situation you will embark on a bid/no bid negotiation put together a
preliminary document stage
Dove known for being controversial and stepping out of what is seen
as societal norms Dove pro-age promotion in 2007 they use
unknown models perhaps why they have been so successful
However, their competitors Olay use known models which, although
appeal to the superficial down not re-define the beauty standards but
only emphasise them thus, re-brand and bring this back using faces of
people who are unknown no one wants to see celebrities as a face
they recognise as they often believe that they have received plastic
surgery so there is little belief in the product
Make this unfamiliar face familiar
What does Dove lack?
We need to rebrand Olay Olay products appeal to an upper class
Widen Olays market
Who?
What?
When?
Where?
Why? To strengthen the brand widen the market rival with
competitors (namely, Dove)
How? Budget need to recruit older, unknown models need to run a
campaign Olage (???) perhaps have another campaign billboards
showcasing the new face of Olay change existing processes launch
party with stakeholders and potential investors promoting the new
face of Olay communications team digital billboard 30 second TV
advert of the changes to Olay Take into consideration how the stakeholders will benefit
50+ generation is the fastest growing in the UK and the US target!!!
Corporate Identity Scan
Impact Analysis
Document Management living in an increasingly digital society
Planning
Bid/Proposal stage - define the requirements of the project what the budget is,
the time/schedule is, how you will undertake procurement what the project
team will look like, what the risks are in obtaining the project objective which will
be defined in this stage too
Using Microsoft Project Scheduling tool, helps to organise, manage,
and control defined variables, as identified in the preceding section
Need a Field Work team for the qualitative and quantitative data
using social mediums such as Snapchat, Twitter, Facebook, Vine etc
especially for this project being that the media perception has a big
role to play in the depiction of older people
Questionnaires and interviews Focus Group a group of over 45 individuals different ethnicities
(likely that black people are less responsive to such products)
Product Placeabo?

Proctor and Gamble Olay uses known models unbelievable

enhances the superficiality of the cosmetic industry Carrie Underwood
Ellen DeGeneres Jessica Ennis Katie Holmes Andie McDowell
Dove uses unknown models need to rival this this could be an
attribute to such a successful campaign
Re-Brand peoples perception of Olay
Need brand management software as Olay is a well-established brand
within itself, nothing needs to be done to the logo, it just merely needs
a re-branding
A main point of contact in each team communications team, brand
development team, design team,
Agency selection aim to strengthen the brand
Communication Management a balanced, well-communicated,
consistent message of re-branding
Marketing Team how to market this new age new face
Executing
Execute the project against the project management plan that you defined in the
planning stage this would include achieving the quality, objectives and the key
performance indicators defined in the
planning stage
Create a survey via survey monkey use coverage in magazines like
CoverGirl The Cosmopolitan Magazine ones relating to the cosmetic
industry and beauty
Communication billboard 30 second advert focus group launch
party event
Social Media Snapchat (Speak with snapchat, organise for an old
appreciation day) Twitter (Viral Hashtag Olage) - Vine
Brand Architecture the relationship and differences between brands
and labels what do people associate with said brands
Liase with ActiveAge
Older model appeal to the older generation
Controlling
Measure actual achievement vs planned and make adjustments where this
deviated you would deal with scope changes, new risks and risks that have
passed
Closing
This is where you would test the product seek acceptance and handover to the
client you would document the outcome of the project close all business
accounts learn lessons and disperse the project management team back to
where they came from

The Truth About Ageing

Is there a connection between age and skin appreciation? Or is this just mere
vanity?

Youthful look LOreal

How much are you willing to spend on anti-ageing products?
Is the real issue that people do not like change?
Nearing our death beds?
Mid-life crisis?
Truth Hypothesis
Product Placeabo?
Despite numerous amounts of scientific research which shows that anti-ageing
products have little to no effect on slowing down the progression of age it
remains as a multibillionaire market.why is this?
People no longer see old people are beautiful
ActiveAge society
Why do we love grey hair on young people but not older people?
ActiveAge in 2012 reported that the older population are responsible for 40% of
the consumer demand
Age-neutral/design-for-all - dove uses unknown models
Kris Jenner stop rifling around in Kims wardrobe
Kris Jenner gets plastic surgery due to fear of ageing
Bruce Jenner
Zsa Zsa Gabor
Jackie Stallon
Michael Douglas
Hugh Hefner
American Horror Story using blood to stop ageing
The Selfridges 2015 Beauty Advent Calendar
file:///C:/Users/uktb7509/Downloads/AGEINGMARKETFF.pdf
"We revealed the truth about ageing. In doing so, we realised that many people
believed anti-ageing creams to be mythical product placeabo's. We also noticed
that people had little belief in our product because we used celebrity models.
Therefore, in this magazine we introduce you to the 'New Face' of our new
'Ol'Age' advertisements. Here is how we re-branded our anti-ageing advert"