CLIENT
McDonald's (United Kingdom)
Hannah Pain, Head of Marketing
Michelle Graham-Clare, VP of Marketing & Food
AGENCY
Tom Sussman, Head of Planning
Mike Treharne, Head of Insight & Effectiveness
Joe Beveridge, Planning Director
Josh Bullmore, CSO
Tommy Schofield, Planner
Theo Pons, Planner
Adriana Ferran, Senior Planner
OMD
Laurence Ruthven, Business Director
Faye Gilman, Client Partner
SUMMARY
This is the story of how McDonald’s turned around its brand and business fortunes, in the face of a global pandemic and 6 weeks of complete business closure.
This is also the story of how we did this by bravely looking beyond short-term survival, to instead focus on growing the long-term health of the brand.
But most of all, this is the story of how McDonald’s stole a march on the category and established a new all-time high market share, by genuinely listening to what its customers were going through and then answering with the behaviour of a true leader.
