CLIENT
McDonald's (Canada)
Antoinette Benoit, CMO
Hope Bagozzi, Marketing Officer
Melanie Courtois, Senior Marketing Manager
Spencer Dingle, Creative Director
Jordan Hamer, Creative Director
Eric Wood, Senior Designer
Jeff McCrory, Strategist
Sarah Jue, Business Lead
Peter Ignazi, Global Chief Creative Officer
Carlos Moreno, Global Chief Creative Officer, Stephanie Hardman, Chief People Officer
Jon Frier, Group Creative Director
Tyler Robitaille, Art Director
Ellen Porteous, Copywriter
Kathy McGuire, SVP, Managing Director
Valerie Traitses, Account Executive
Jeff Maynard, Sr. Digital Project Manager
Stacey Mason, Senior Director, Communications
AGENCY
Spencer Dingle, Creative Director
Jordan Hamer, Creative Director
Eric Wood, Senior Designer
Jeff McCrory, Strategist
Sarah Jue, Business Lead
Peter Ignazi, Global Chief Creative Officer
Carlos Moreno, Global Chief Creative Officer, Stephanie Hardman, Chief People Officer
Jon Frier, Group Creative Director
Tyler Robitaille, Art Director
Ellen Porteous, Copywriter
Kathy McGuire, SVP, Managing Director
Valerie Traitses, Account Executive
Jeff Maynard, Sr. Digital Project Manager
Stacey Mason, Senior Director, Communications
OMD
SUMMARY
It takes great crew to run great restaurants. Faced with historic low unemployment rates, fewer working youth and more appealing choices, McDonald’s needed to overcome the brand’s corporate employment stigma (the McJob) to attract applicants. Friends Wanted was much more than an ad campaign. It literally changed McDonald’s philosophy and approach to hiring youth by concentrating on what matters most to them… getting to apply and work with friends. The new approach drove a 40.6% increase in traffic to the brand’s careers page, improved consideration (+42%) and applications.