Effies
Australia
McDonald’s to Macca’s
Agency
DDB Sydney, OMD
Client
McDonald's Australia
Awards
Bronze
Brand Value
Silver
Long Term Effects
Summary
Business was humming, but our brand was not. Our communications were the weak link in a winning team, failing to deliver strong returns. To kickstart our brand and communications we needed to find a distinct point of view. Speaking to Aussies we discovered Macca’s was more than a nickname, it’s a symbol of pride in a global brand Aussies feel like they’ve made their own. So we became Macca’s and not just McDonald’s, taking the Macca’s ethos into all our communications. By doing this we doubled, yes DOUBLED our return on marketing spend.
Case study
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Credits
| Fran Clayton | Author/Chief Strategy Officer | |
| Joseph Smeaton | Author/Planning Partner | |
| Jessica Sutanto | Planner | |
| Priya Patel | Managing Director | |
| Lisa Hauptmann | Managing Partner | |
| Nick Cleeve | Group Business Director | |
| Ben Welsh | Chief Creative Officer | |
| Jack Nunn | Creative Partner | |
| Dan Saunders | Creative Partner | |
| Mike Worden | Head of McDonald’s | OMD |
| Peita Pacey | Head of Strategy (Sydney) | OMD |
| Zoe May | Author/Strategy Director | OMD |
| Aaron Miller | National Director – Sport Partnerships | OMD |
| Sophie Walsh | Director of Partnerships & Experience | OMD |
| Alastair Coysh | Client Lead | OMD |
| Jo-Ann Foo | Director | Analytic Partners |
| Chris Brown | Chief Marketing Officer | McDonald’s Australia |
| Amanda Nakad | National Marketing Manager | McDonald’s Australia |
| Tim Kenward | National Marketing Manager | McDonald’s Australia |
| Tobi Fukushima | National Marketing Manager | McDonald’s Australia |
| Lauren Bolton | Senior Brand Manager | McDonald’s Australia |
| Mark Nicholls | Brand Manager | McDonald’s Australia |
| Jason Khoury | Brand Manager | McDonald’s Australia |
| Nichole Tsiros | Senior Brand Manager | McDonald’s Australia |
| Alicia Duncan | Brand Manager | McDonald’s Australia |
| Amanda Milios | Brand Manager | McDonald’s Australia |
| Liz Whitbread | Senior Brand Manager | McDonald’s Australia |
| Tim Bothwell | Assistant Brand Manager | McDonald’s Australia |
| David Morris | Assistant Brand Manager | McDonald’s Australia |
| Colin Glynn | Director of Consumer Business Insights & Strategy | McDonald’s Australia |
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