Wieden+Kennedy and Leo Burnett Strategy Leaders Compare Their Gold IPA Effectiveness Papers For McDonald's

It's not every day you get to hear two strategy leaders compare and contrast their agency's Gold IPA Effectiveness Papers. But Senior Planner at Brave Michael Kates suggested it on Twitter and Leo Burnett's London Head of Planning Tom Sussman and Wieden+Kennedy's Group Strategy Director Tass Tsitsopoulos said "yes". So here we are–a rare day. Tom takes us through a 15-year case study of disciplined brand building for McDonald's in the UK. Tass shares the “Famous Orders” campaign with us. It's a refreshing discussion that will help you understand how each agency approaches their work for McDonald's, attitudes towards celebrity, making a global brand work locally, and more. Big thanks to Michael for suggesting the chat. Links below: Tom: https://www.linkedin.com/in/tom-sussman-59892719/ Tass: https://www.linkedin.com/in/tass-tsitsopoulos-ba44551/ Michael: https://www.linkedin.com/in/michael-kates-484b4843/ ** Sweathead celebrates its fifth anniversary on January 20, 2023 with a live event "The Sweathead Get-Ahead".  Join us for talks, case studies, and a chance to plan your year.  Details at http://www.sweathead.com.  ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.