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Why McD's "Raise your Arches" set the industry ablaze and where the idea came from episode artwork

EPISODE · Jan 29, 2023 · 46 MIN

Why McD's "Raise your Arches" set the industry ablaze and where the idea came from

from On Strategy Showcase · host Fergus O’Carroll

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

What this episode covers

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

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Why McD's "Raise your Arches" set the industry ablaze and where the idea came from

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Frequently Asked Questions

How long is this episode of On Strategy Showcase?

This episode is 46 minutes long.

When was this On Strategy Showcase episode published?

This episode was published on January 29, 2023.

What is this episode about?

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe...

Can I download this On Strategy Showcase episode?

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