Campaign details
Brand: McDonald'sAgency: Leo Burnett
Executive Summary
This is a recipe for McPIanning's Secret Sauce.
Great long-term creative strategy that leads to equally great long-term brand-building, is rarely the result of one great leap.
Although it is less often discussed, the long-term building of really big brands is more often an outcome of a combination of multiple strategic ingredients, executed and mastered over time.
And now, for the first time, we will reveal what these ingredients have been for McDonald's.
This is a recipe with 5 simple ingredients.
These are the ingredients that, over the last...