CLIENT
McDonald's Corporation
Marlena Peleo-Lazar - CCO
Dean Barrett - SVP, Global Mktg.
AGENCY
Bob Scarpelli - Chairman
Don Hoffman - EVP, Global Business Director
Paul Tilley - SVP, Group Creative Director
Heye & Partner
Jurgen Knauss - CEO
Thomas Von Wichert - Mgmt. Representative
Leo Burnett
Cheryl Berman - Chairman, CCO
SUMMARY
Going into 2003, McDonald's business was slumping around the world. Brand relevance was fading; the company was losing its emotional connection with customers. A key factor in turning the business around was the development and implementation of a global advertising campaign, born out of McDonald's brand essence of enduring youthfulness, fun and vitality. The campaign not only conveyed a more contemporary attitude for McDonald's, it also revitalized customers' emotional connection, created more positive feelings about the brand and ultimately increased transactions and expanded sales.
