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

Avsnitt(253)

Punks, Purpose & Profit - the biggest marketing stories of 2021 - Russell Parsons, Marketing Week

Punks, Purpose & Profit - the biggest marketing stories of 2021 - Russell Parsons, Marketing Week

In this episode I talk with editor-in-chief of Marketing Week, Russell Parsons. We talk about our favourite news stories of the year, the Mark Ritson effect and if we should still be putting "digital"...

24 Nov 202157min

Planet saving Aston Martin’s and Transport for Humans - Rory Sutherland, Ogilvy

Planet saving Aston Martin’s and Transport for Humans - Rory Sutherland, Ogilvy

Rory's BioRory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Cha...

17 Nov 20211h 35min

How I got fired twice in one year, the Uncensored CMO story - Jon Evans

How I got fired twice in one year, the Uncensored CMO story - Jon Evans

In this special episode of Uncensored CMO, Jon finds himself on the other side of the mic being interviewed by producer James McKinven, who grills him on some unusual career moves. After a promising s...

9 Nov 20212h 5min

The power of feeling seen in advertising - Ade Rawcliffe, ITV

The power of feeling seen in advertising - Ade Rawcliffe, ITV

Ade joined ITV as Head of Diversity Commissioning in 2017. She was later promoted to Director of Creative Diversity, before taking on the role of Group Director of Diversity and Inclusion and joining ...

25 Okt 202144min

Mini Episode - 5 Reasons to "Look Out" - Orlando Wood

Mini Episode - 5 Reasons to "Look Out" - Orlando Wood

Here's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book:why it’s rude to stare and how the fixed gaze took over art and adver...

19 Okt 20218min

Why it’s time to Look Out - Orlando Wood

Why it’s time to Look Out - Orlando Wood

Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author ...

12 Okt 20211h 2min

When Brands Stop Advertising - Dr Nicole Hartnett, Ehrenberg-Bass Institute

When Brands Stop Advertising - Dr Nicole Hartnett, Ehrenberg-Bass Institute

Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content.Her expertise spans advertising measurement, management and decision making, dis...

1 Okt 20211h 6min

The Long and the Short of It - Peter Field

The Long and the Short of It - Peter Field

Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – s...

20 Sep 20211h 3min

Populärt inom Business & ekonomi

framgangspodden
varvet
badfluence
rss-jossan-nina
rss-borsens-finest
rss-svart-marknad
avanzapodden
svd-tech-brief
uppgang-och-fall
rss-dagen-med-di
fill-or-kill
borsmorgon
lastbilspodden
affarsvarlden
rss-inga-dumma-fragor-om-pengar
kapitalet-en-podd-om-ekonomi
bathina-en-podcast
tabberaset
bilar-med-sladd
rss-den-nya-ekonomin