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CANNES, FRANCE Leo Burnett today unveiled the results of a proprietary global study of men’s attitudes and values at the Cannes International Advertising Festival in a seminar at the Palais de Festivals titled “Metros vs. Retros: Are Marketers Missing Real Men?”
The results of the study, which included interviews with more than 2000 men in 13 countries, found that men are more complex than simple portrayals in the media would lead one to believe.
The results were presented by Burnett Tom Bernardin, chairman and ceo, Mark Tutssel, deputy chief creative officer, and Linda Kovarik, global planning director of beauty care accounts and director of planning for Japan.