The Mac is back: how Wieden+Kennedy gave McDonald's its swagger
Uncensored CMO8 Nov 2023

The Mac is back: how Wieden+Kennedy gave McDonald's its swagger

In this episode I'm joined by Tass Tsitsopoulos, Strategy Director, and Brandon Pracht, Managing Director for the McDonald's global advertising team at Wieden+Kennedy. I catch up with them to find out how they brought McDonald's swagger back with some of their most memorable and effective work in recent years, including the "Famous Orders" and "As Featured In" campaigns.

Timestamps

00:00 - Intro
00:56 - The difference between UK and US agencies
03:15 - How did Brandon get into advertising
04:52 - What makes the culture special
08:07 - How W+K won the McDonald’s account
11:34 - Importance of connecting with real people
12:52 - What happens after winning the pitch
15:15 - What was the best McDonald's ad?
19:19 - The "Famous Orders" campaign
23:46 - The impact of the campaign
27:00 - The financial results
27:49 - Investing in long term having short term effects
29:05 - The “As Featured In” campaign
31:09 - Building fame
36:03 - How to thrive with a client like McDonald's
39:02 - What happens when things don’t do well
41:44 - Advice for clients wanting to make great work

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(289)

Why marketers are wasting their media budgets - Evan Shapiro

Why marketers are wasting their media budgets - Evan Shapiro

The media landscape has changed faster than most marketing plans have. Evan Shapiro, known as the Media Cartographer for his widely used maps of the media ecosystem, joins Uncensored CMO to explain wh...

30 Sep 59min

Marketing leadership masterclass with ex WPP President, Karen Blackett CBE

Marketing leadership masterclass with ex WPP President, Karen Blackett CBE

Karen Blackett is one of the most respected leaders in marketing and media. As the former UK President of WPP and former CEO of GroupM UK, she has led through industry change, crisis and growth at the...

23 Sep 54min

How to build a disruptive brand and win over the CFO - Vineet Mehra, Chime

How to build a disruptive brand and win over the CFO - Vineet Mehra, Chime

What happens when a CMO brings the discipline of P&G, private equity and fintech together?Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most establi...

16 Sep 49min

What every Marketer needs to know about the future of search - Google’s Sophie Neary

What every Marketer needs to know about the future of search - Google’s Sophie Neary

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to som...

9 Sep 47min

Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, chall...

2 Sep 1h 2min

How Heineken became creative brand of the year - Ali Payne

How Heineken became creative brand of the year - Ali Payne

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feelin...

26 Aug 45min

Why AI should drive growth, not just efficiency – Najoh Tita-Reid

Why AI should drive growth, not just efficiency – Najoh Tita-Reid

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-describe...

19 Aug 55min

How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most ...

12 Aug 54min

Populärt inom Business & ekonomi

framgangspodden
rss-jossan-nina
varvet
badfluence
avanzapodden
rss-borsens-finest
rss-inga-dumma-fragor-om-pengar
24fragor
uppgang-och-fall
rss-dr-bjorklund
bathina-en-podcast
tabberaset
kapitalet-en-podd-om-ekonomi
rss-kort-lang-analyspodden-fran-di
kvalitetsaktiepodden
svd-tech-brief
lastbilspodden
fill-or-kill
rss-dagen-med-di
borsmorgon