McDonald's Australia

1. Amanda Nakad - Marketing Director
2. Chris Brown - Chief Marketing Officer
3. Tobi Fukushima - National Marketing Manager
4. Tim Kenward - Marketing Director

DDB Group Sydney *Lead Agency

1. Fran Clayton - Chief Strategy Officer
2. Cam Hoelter - Creative Partner
3. Mandy Whatson - Group Managing Partner
4. Joseph Smeaton - Strategy Partner

OMD Sydney

1. Zoe May - Head of Strategy, McDonald’s
2. Emily Bosler - Head of McDonald’s

Business was humming, but our brand was not. Our communications were the weak link in a winning team, failing to deliver strong returns. To kickstart our brand we needed to find a distinct point of view. Speaking to Aussies we discovered Macca’s wasn’t just a nickname, it’s a symbol of pride in a global brand Aussies feel like they’ve made their own. So we became Macca’s and not just McDonald’s, taking the Macca’s ethos into all our communications. By doing this we doubled, yes DOUBLED our return on marketing spend.