The 4A’s (American Association of Advertising Agencies) invited McCann Truth Central to partner with them to develop The Truth About Advertising U.S. Study and launch it at the 2013 4A’s Transformation Conference in New Orleans. McCann Truth Central then teamed up with sister agency, Momentum, to design a survey to measure how consumers perceive the advertising industry versus how the industry views itself. Our survey comprised of 1000 consumers and just under 500 people working in advertising. We further complemented our findings with interviews from industry experts and man on the street interviews. We uncovered a fundamental gap in perceptions, but most importantly the study reveals the levers that advertising agencies can utilize to elevate the image of the industry in order to attract the best and the brightest talent.
