Campaign Book & Full Agency Report

1. Campaign Book & Full Agency Report Lyndon McCluskey Cotoillion Grant Pebbles Gilbert Jennifer Lowe Advertising & Promotion November 26,2012 Dr. Arora

2. Agency Overview • Founders: Bill Bernbach, Ned Doyle and Maxwell Dane. • Location: DDB was founded in New York in 1949, and today the agency has offices throughout the U.S. in Chicago, Dallas, Los Angeles, New York, San Francisco, Seattle, and Washington DC. • Marketing Technique: relied on insight into human nature, respect for the consumer, and the power of creativity. • Believed that “creativity is the most powerful force in business.” • Today, BBD uses creativity to develop ideas that people want to play with, participate in, and pass on. Ideas that connect people with people, not just people with brands. Ideas that change behavior and appeal on an emotional, not just on a rational level.

3. Mission of Purpose • Creativity Is The Most Powerful Force In Business. • Insight into Human Nature • Respect for the Customer • Respect for Our World

4. Various Clients • Philips • Neutrogena • Hertz • Budwiser • Tropicana • Volkswagen • Exxon • Audi

6. A Dream… • Since 1955, we’ve been proud to serve the world some of its favorite food. And along the way, we’ve managed not just to live history, but create it: from drive-thru restaurants to Chicken McNuggets to college credits from Hamburger U and much more. It’s been quite the journey, and we promise this is just the beginning-we’ve got our hearts set on making more history. “Ray Kroc”

7. History Facts • Dick and Mac McDonald opened their eponymous burger stand in 1948 in San Bernardino, Calif. Under the guidance of Ray Kroc, a onetime milkshake-mixer salesman wowed by the restaurant's success, McDonald's franchises grew swiftlythroughout the partnership. • By the end of the 1960s, there were more than 1,000 across the U.S. The first international franchise opened in 1967 in British Columbia, and was followed by another in Costa Rica later that year. • Over a six-month period in 1971, Golden Arches popped up on three new continents, as stores launched in Japan, Holland and a suburb of Sydney. • End of 2008, McDonald's had grown to 31,967 locations in 118 countries. Of those, only about 14,000, or 45%, were in the U.S. With 58 million daily customers worldwide

8. We believe… • Brand Mission: to be our customers' favorite place and way to eat, with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time. • Brand Promise: To provide Simple Easy Enjoyment to every customer at every visit. • Values • We place the customer experience at the core of all we do. • We are committed to our people • We believe in the McDonald’s System • We operate our business ethically • We give back to our communities • We grow our business profitably • We strive continually to improve

9. - Market • Target Market: Every segment of the demography • family life-cycles, gender, age, nationality, Income, generation, race etc. Four P’s of McDonalds • 1. Product :Value-priced , fast-serviced meal • 2.Price: Value-pricing (offering just the right combination of quality and good service at a fair price) • 3. Place: Strategic location of most McDonalds fast-food outlet is found in populated and easily accessible areas (ex; retail areas, airports, busy street) or most certainly locating closely where its top 3 competitors are also doing business ex; Burger King, Subway etc.. • 4.Promotion: McDonalds has engaged in many short-term incentives for consumer promotion through limited value menus, promotional games to promote old/new items on the menu ex; Happy Meal toys, Big Mac Hockey Contest, card games etc.. • McDonald focuses its ad campaigns on its overall McDonald experience and active life style.

10. Original Print Ad’s

11. Cont. Original Pint Ad’s

12. New Print Advertisement Moooreee Milk PLEASE!!!

13. New Advertisement No time to talk… ITS LUNCH TIME!

14. Brand/Product: McDonalds EDI/Campaign: A Better Way of Living Brand Character: Healthy, Optimistic, Genuine, Family Oriented Date: November 26, 2012__________________________________ CREATIVE BRIEF Behavior(Whose behavior do we want to influence and how?) Drive trial of healthy sandwiches and salads to appeal family's with kids 4-12 by getting them excited about McDonalds making a sweet snack that is wholesome too and healthy to the public. Barrier(What is the key barrier standing in our way?) This campaign will be the start of a gradual change in the perception of McDonald’s concerning obesity. It will get customers talking about McDonald’s while they previously considered the brand on very rare occasions. Truth(What’s the consumer or cultural insight that will fuel the key idea?) It is hard to shake a connotation with burgers and fries when it is the reason that people go to McDonalds. Because of its outstanding presence in American culture, McDonald’s is stuck with a lot of the blame for the population’s obesity. Message(What is the key idea we want to convey?) McDonalds: We have created a “better way” of loving it! Support(What are the reasons to believe?) • Made with wheat bread • Baked with quality, real ingredients like low fat oils, and low carb meat • Nothing artificial • Small portions for a great price “Dollar menu” Practicals(What are the “must dos” as well as the “might explores”?) • Single Page Print/TV Commercials • Explore opportunity to feature all menu items (New Burgers, New Chicken Nuggets, Tasteful Salads, Shakes) • Consider competitive claim “more nutrients at a low cost than any of the other leading competitors”

15. Approvals APPROVALS: Title VP, Brand Strategy, Marketing Services, International ________________________________________ VP, General Mgr., McDonalds __________________________________________ VP, General Mgr., Meals & Accompaniments __________________________________________ Business Director, Sales & Promotion __________________________________________ Business Director, Imported Goods __________________________________________ Business Director, Cost Management __________________________________________ Director, Nutrition Innovation __________________________________________ Director, Brand Equity & Communications (Originator) ________________________________________

16. Client Brief

17. Background

18. Communication Imperative

19. Executional Considerations

20. Approvals

21. Current Story Board #1