‘The brand is built locally’
Munich, 2nd June 2016.
The Munich-based agency, Leo’s Thjnk tank has won the pitch for marketing McDonald’s local franchise stores in Germany. The joint venture between Leo Burnett Germany and Thjnk AG prevailed against strong competitors Kapacht (formerly DDB realization), and The Golden Deer, Munich and will take over the business from the current account holders Heye in July.
The task for the new local stores marketing agency will be to extend the national campaigns at retail to increase traffic in the restaurants, based on local marketing activities. The Point of Sale will play an important role, but also a focus on achieving the highest awareness, with the aim of guaranteeing restaurant location visibility. Essential to the process will be strong digital expertise and Social Media know-how. Developing a digital infrastructure for the McDonald`s restaurants and new digital services for the franchisees is essential. There must be a clear and consistent online brand image.
“We are delighted with the confidence placed in us McDonalds. There is an obligation and opportunity for us to lead the brand uniformly and consistently, ” said Andreas Pauli, Chief Creative Officer of Leo Burnett.
“Franchisees at McDonald’s are primarily entrepreneurs who do everything they can to convince their guests. I am pleased to be able to support future here. “Adds Armin Jochum, Director of Thjnk AG.
Leo’s Thjnk tank was represented by Nils Endres (Director Consulting), Andreas Pauli (Chief Creative Officer Leo Burnett) and Armin Jochum (Board thjnk AG), from McDonald’s, Holger Beeck, CEO and President. The pitch was managed by the pitch consultants THE OBSERVATORY INTERNATIONAL, Hamburg.