Truth 2 Meaning (T2M) arms our teams with a unique operating system that unlocks creativity to drive impact for our clients. It provides a shared language and approach across all markets and MW agencies, to help identify the powerful truths that help earn our clients’ brands a meaningful role in people’s lives.

T2M is powered by proprietary and secondary data, cultural insights as well as category expertise derived from a multitude of best-in-class sources. It enables us to calibrate the right team, intelligence assets, practices and approaches to solve our clients’ biggest problems in an agile manner, with bespoke solutions.