McDonald's: McDonald's to Maccas

McDonald's, the fast-food brand, increased its return on marketing in Australia.

Executive 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.

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