TRUTH 2 MEANING AWARDS

Truth 2 Meaning was McCann Worldgroup’s proprietary, data-driven methodology for turning human insight into actionable marketing strategy. It guided how work was made across the network and delivered on the philosophy of Truth Well Told.

As Design Director for Truth 2 Meaning, I was asked to launch the program’s first global awards, an internal competition celebrating strategic excellence. Leadership wanted a trophy that felt iconic and premium, something unmistakably ours, and a campaign that would generate real excitement across offices worldwide.

I designed a custom crystal trophy built around six facets, each representing one of McCann Worldgroup’s agencies at the time. Standing twelve inches tall and fabricated to spec, the object came to life through close collaboration with producers and 3D artists. The final form balanced symbolism with clarity, elevating the visibility and prestige of strategy within the agency’s creative culture.

Following the design, I partnered with global communications and strategy teams to build an internal launch campaign that encouraged participation and a little friendly rivalry. The result was more than 300 case study submissions from around the world, creating a valuable archive the network continues to use for inspiration and new business storytelling.