McDonald's Corporation

Neil Golden - SVP, CMO, US
Marlena Peleo-Lazar - VP, CCO
Diane Pomierski - Sr. Creative Director
Ubong Ituen - VP, Mktg.

DDB Chicago *Lead Agency

John Kottmann - EVP, Chief Strategy Officer
Ewan Paterson - EVP, CCO
Carey Beck - VP, Acct. Director
Nancy Jordon - VP, Creative Director
Todd Nonken - SVP, Integrated Brand Leader
Pat Swindle - SVP, Group Strategy Director

OMD

Tribal DDB

In early 2011 McDonald's reputation was under criticism. Consumer attitudes had dropped due to a lot of misperceptions about its food. To be convincing, we needed to make a bold change from our traditional voice-of-the- corporation messaging. So, we let the hard working suppliers who are at the foundation of our brand talk instead. Their stories were authentic, believable and engaging. Not only did we see dramatic improvement in our reputation, we had the added satisfaction of seeing our sales, guest counts and share grow as well.