McDonald's Australia – Selling 4.2 million nameless burgers

Mark Pollard

Agency: Leo Burnett

This is not a story about research, a creative brief or even a briefing. It's a story about how Planning's tenaciousness with problems, and working collaboratively helped save a creative brief that wasn't producing the calibre of work we aspired to and spurred the sale of 4.2 million burgers.

Did Planning deliver an amazing brief?


Did Planning catalyse an approach to solving a massive problem?


Like our strategy process, this story is broken into three key sections:

Problem. Solution. Execution.