Campaign Book Full Agency Report Lyndon Mc Cluskey

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

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.

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

Various Clients �Philips �Neutrogena �Hertz �Budwiser �Tropicana �Volkswagen �Exxon �Audi

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 Mc. Nuggets 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”

History Facts Dick and Mac Mc. Donald 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, Mc. Donald's franchises grew swiftly throughout the partnership. � By the end of the 1960 s, 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 a suburb of Sydney. � End of 2008, Mc. Donald'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 �

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 Mc. Donald’s System We operate our business ethically We give back to our communities We grow our business profitably We strive continually to improve

- Market � Target Market: Every segment of the demography family life-cycles, gender, age, nationality, Income, generation, race etc. Four P’s of Mc. Donalds � 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 Mc. Donalds 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: Mc. Donalds 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. . Mc. Donald focuses its ad campaigns on its overall Mc. Donald experience and active life style.

Original Print Ad’s

Cont. Original Pint Ad’s

New Print Advertisement Mo oor Mil eee PLE k AS E!!!

New Advertisement No time to talk… ITS LUNCH TIME!

Brand/Product: Mc. Donalds CREATIVE BRIEF EDI/Campaign: A Better Way of Living Brand Character: Healthy, Optimistic, Genuine, Family Oriented Date: November 26, 2012_________________ 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 Mc. Donalds 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 Mc. Donald’s concerning obesity. It will get customers talking about Mc. Donald’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 Mc. Donalds. Because of its outstanding presence in American culture, Mc. Donald’s is stuck with a lot of the blame for the population’s obesity. Message (What is the key idea we want to convey? ) Mc. Donalds: 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”

Approvals APPROVALS: Title VP, Brand Strategy, Marketing Services, International ____________________ VP, General Mgr. , Mc. Donalds 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) ____________________

Client Brief

Background

Communication Imperative

Executional Considerations

Approvals

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