Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman

McDonald's U.K.
Written By On Strategy Showcase

Thomas O’Neill
Head of Marketing
McDonald’s U.K.
London

Connect to Thomas
LinkedIn

Tom Sussman
Head of Planning
Leo Burnett
London

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LinkedIn

The story behind 13 years of growth following a crisis for the McDonald's brand in the U.K. It was a recovery built on a rethink of operations, tone and message. A recovery that put humility and relatability at the center of everything. A 2021 APG Award winner.

 
 

Below are spots from the campaigns referenced in the interview.

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