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1.
McDonalds - My greatest feat
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Changing the way people were thinking and feeling towards the brand was the foundation for this campaign. The idea of My Greatest Feat, whereby children walked the length of New Zealand by clocking up
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2.
McDonald's Corp (Food)
Euromonitor Profiles, June 2009
This Company Profile from Euromonitor provides key details and analysis of McDonald's Corp. Included is a strategic evaluation with key company facts, competitive positioning against comparative brand
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3.
McDonald's: adapting to local markets to build a global brand
Tony Quinn, Ken Fujioka, Christine Bella, Robin Bardolia, Andrew McCowan, Frida Chehlaoui, Shujoy Dutta and Ratan Malli, Admap, March 2009, Issue 503, pp.28-29
Eight local JWT planners give brief accounts of how the McDonalds brand is perceived in their local markets: UK, Brazil, Japan, USA, Australia, Lebanon, India and China. Perceptions vary: in developin
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4.
Super-localize me: how McDonald's evolved its marketing in India
Preeti Chaturvedi, Warc Exclusive, October 2008
McDonald's launched in India in 1996, and has gradually expanded its presence across the country since then. Like most multi-national corporations, it faced significant cultural barriers, and also the ...
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5.
McDonald's - Hüttengaudi
European Association of Communications Agencies, Silver winner, 2008
McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...
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6.
Brand differentiation
Robert Passikoff, Admap, June 2008, Issue 495, pp.41-43
This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...
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7.
McDonald's Australia - Selling 4.2 million nameless burgers
Mark Pollard, Account Planning Group - (Australia), Gold, Creative Planning Awards, 2008
A disengaged target audience, premium priced product and uninspiring creative proposition marked the start of the journey for McDonald's newest burger. Overcoming these challenges involved inviting Au
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8.
McDonald's Australia
Russ Mitchinson, Account Planning Group - (Australia), Silver, Creative Planning Awards, 2008
People love to hate McDonald's, despite its broad reach and usage. Even following a rejuvenation of the menu, redesigned stores and strong sales growth, the brand was suffering a paradox: customers we
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9.
McDonald's - Show me more and I will trust you more
Tania Forester, Account Planning Group - (UK), Bronze, Creative Strategy Awards 2007
By 2006, McDonald's UK was facing a real threat to its reputation. Its relationship with mothers – a key target audience – was faltering and the press was using McDondald's as a shorthand example of a ...
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10.
McDonald's of Chicagoland and Northwest Indiana: Coffee Customization
New York American Marketing Association, Bronze, Hispanic, Effie Awards 2007
As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...
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11.
McDonald's of Chicago and Northwest Indiana: 1-888-GoMcWakeup
New York American Marketing Association, Gold, Breakfast Foods/Silver, Fast Food, Casual Dining & Restaurants, Effie Awards 2007
1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling ...
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12.
McDonald's Corporation: campaign 55 campaign
Robert Schnakenberg, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...
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13.
McDonald's Corporation: We Love To See You Smile campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...
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14.
McDonald's Corporation: I'M Lovin' It campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...
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15.
McDonald's Corporation: Did Somebody Say Mcdonald's? campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
The world's largest fast-food chain by a sizable margin, McDonald's had experienced many years of unbridled growth, but it had faltered in the mid-1990s. Many blamed errors of judgm ...
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16.
McDonald's - Feeding the inner child
Todd Sampson, Account Planning Group - (Australia), Silver, Creative Planning Awards, 2006
When faced with the task of communicating McDonald's improved offering to consumers, the planning process revealed a far greater challenge - to re-engage them with a brand that had become increasingly ...
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17.
McDonald's - Crew Launch
The Communication Agencies Association of New Zealand, Silver, Advertising Effectiveness Awards 2006
While McDonald’s is a brand loved for its food, it was not high on the agenda of people looking for work. This, combined with the fact New Zealand was experiencing the tightest employment market for m ...
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18.
Trust is a Must
Larry Light, The Advertiser, February 2005, pp.32-38
McDonald’s had lost customers’ trust, and refocused with a multi-dimensional campaign featuring new healthier products, and allowing border-free creative freedom within a defined communications framew ...
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19.
McDonald's - How McDonald's tackled a super-sized problem
John Harrison, Account Planning Group - (UK), Bronze, Creative Planning Awards 2005
This campaign for McDonald's countered the negative publicity arising from the film Super Size Me, in which Morgan Spurlock showed that eating nothing but McDonald's for 30 days made him ill and overw ...
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20.
McDonald's - a burger worth working for
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards 2005
In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...
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21.
McDonald's - how advertising helped deliver the marketing success story of 2003 and 2004
Leif Stromnes, Advertising Federation of Australia, Silver, Advertising Effectiveness Awards, 2004
In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-r ...
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22.
McDonald's - Myth Busting McDonald's Style
Leif Stromnes, Account Planning Group - (Australia), Finalist, Creative Planning Awards, 2004
This is a story of how planning helped McDonald's talk about a very sensitive and emotional issue, the quality of their food, in a credible and engaging way. In doing so, planning navigated around two ...
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23.
McDonald's - Eat smart be active
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards, 2004
It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...
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24.
Adcom local market TV ratings
Bill Livek and Linda Baniel, ESOMAR, TV Audience Measurement, LA, June 2003
Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom’s set meter panel (with viewers modeled) as an alternative to the current people meter panels).1) AD ...
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25.
McDonalds - McText
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards, 2003
The McText promotion is New Zealand’s most successful multi network text marketing campaign, with 25% of the all mobile phone users in New Zealand participating: up to 50,000 entries each day. One in ...
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26.
Why Happy Meals advertising makes McDonalds smile
Matilda Johnson and Mike Daniels, Advertising Federation of Australia, Advertising Effectiveness Awards, 2000, pp.1-14
Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability. A continuous promotional programme with changing content every 4-6 weeks, using 12 TV 30 ...
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27.
McDonalds - giving 110%
Nick Johnston-Jones, Account Planning Group - (UK), Creative Planning Awards, 1999
Campaign in 1998 by Leo Burnett for McDonalds' sponsorship of the 1998 World Cup. TV commercials (2) featuring Alan Shearer as someone who uses McDonalds. Ran during the build-up period to the Cup, ac ...
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28.
McDonald's Mega Mac
Association des Agences Conseils en Communication, French Effies, 1999
McDonald's relaunched their Mega Mac campaign following the 1998 World Cup and featured Fabien Barthez, a member of the winning French team. They used TV, poster and point of sale advertising and show ...
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29.
McDonalds - Making an American icon part of the fabric of British society
David Kisilevsky, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1998
This 1998 paper shows how advertising helped McDonald's to become part of the fabric of British society. The company has driven market growth, overcome short-term obstacles and increased its own brand ...
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30.
Brand Champions of Tomorrow: Did Somebody Say Branding?
Stephanie M. Baca, The Advertiser, Oct 1998
The author, from Northwestern University USA, postulates that McDonald's loss of market share is due to the company failing to realise that though it owns the logo, its consumers own the meaning behin ...
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