PhD, SVP, Director, McCann Worldgroup Truth Central

Dr. Rodney Collins is SVP, Director Truth Central, the global intelligence unit of McCann Worldgroup. Rodney relentlessly strives to uncover human and cultural truths to help brands play a meaningful role in people’s lives. Since 2012, as Director of Truth Central in the UK and Europe, Rodney has designed, managed, and activated global and regional thought leadership initiatives for the MWG network across 38 countries. His the co-founder and lead of the MW-UK TruePride Alliance and is an advisor to MW Global Sustainability Development Goal and Wellness Practices. As a professional corporate strategic anthropologist, Rodney champions the investigation of human practice-in-context with a commitment to the principles of immersive participant-observation. Rodney has field experience in Europe, North & Central Africa, the Middle East, and North & Central America. With expertise in semiotic, cultural, and psychoanalytic analysis, his work has offered transformative insights into a wide spectrum of human dynamics from idleness and masculinity, to air fresheners and habit change, to public health policy and design innovation. Throughout, he surfaces deeper cultural and human truths that impact the potential of corporate and brand strategy, innovation, and creative marketing and communications.