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