McDonald’s conversion rate from awarded creativity to awarded effectiveness

A look into McDonald’s conversion rate from awarded creativity to effectiveness between 2017 and 2022.

McDonald’s is renowned for being highly successful in creating effective campaigns, with the brand having the highest number of ideas awarded for effectiveness in our database. However, the overlap between its creatively awarded ideas and these effective ideas is lower than expected, the health of creativity report reveals.

Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for its WARC Rankings. Analysing the results data from 2015 and 2022, our aim was to assess the health of creativity: how frequently does creative work translate into effective? We compared the two lists...

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