SINGAPORE – McCann Worldgroup Asia Pacific has announced the joining of Nadia Tuma-Weldon, SVP and Director, Truth Central. Truth Central is McCann Worldgroup’s global thought leadership unit, set up to create original research designed to help shape and grow our clients’ businesses.
Nadia has relocated to Singapore from New York, where she was previously based at McCann Worldgroup’s global headquarters. She joined Truth Central in 2013, and has been one of the driving forces behind many thought leadership initiatives within the network. Nadia led the ‘Truth about Global Brands’, the group’s largest global study to date. The study was instrumental in producing the network’s point of view on how brands should operate in a global marketplace, and was launched locally in over a dozen major cities around the world. She also led the ‘Truth About Privacy’ and most recently launched the ‘McCann Tastemakers Council’, an initiative to build insights around the luxury category and affluent population.
The move acknowledges the growing importance of Asia Pacific as a region in which it is critical to understand complex cultural nuances, and an increasing interest from global clients for localized data addressing key regional cultural dynamics.
Laura Simpson, Global Director of Truth Central, remarked “Truth Central recognizes the importance of going deep to understand regional and local culture. Our global research consistently reveals this insight, so immersing our people in local cultures is essential.”
Charles Cadell, President of McCann Worldgroup Asia Pacific commented on the move: “We are delighted to have Nadia based here in Asia. This opportunity brings unique value for our clients, helping their brands play a meaningful role in people’s lives.”
Nadia remarked: “Asia is thriving as a major hub of creativity and ideas, representing the future of our industry. The cultural dynamics here are multi-faceted and complex, and our hope is to both expand Truth Central expertise in the region, and share back regional insights with our global network and clients.”
McCann Truth Central is launching two new global studies this year, each with a focus on the Asia Pacific region: the ‘Truth about Youth’, launching in June 2016, and the ‘Truth about Aging’, which will launch in Q4.
