McDonald’s takes award-winning direction with TBWA\Paris

McDonald’s is on a roll at the moment despite the furious attacks from Burger King (same store sales up 5.7 per cent and shares up 20 per cent this year).

One of its strengths under Steve Easterbrook seems to be that it left’s its country marketers get on with things their way (it’s just dispensed with the global CMO role.). The UK goes its way with understated humour from Leo Burnett, France is more va va voom with TBWA\Paris constantly thinking up something new.

Like these new direction signs, following les frites.

In English (handy for awards purposes.)

And may well win one.

Simple and stylish.

MAA creative scale: 9.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. A bit too similar to the Golden Arches campaign from Canada?