McDonalds: Making an American icon part of the fabric of British society - IPA Effectiveness Awards Case Study 1998

Brief Description: Advertising helped McDonalds become a part of British society. McDonalds succeeded in increasing brand share, and driving market growth. The paper focuses on the years from 1991, it was a consistent execution of QSC&V rather than adspend that achieved this success. The company formed a close relationship with its customers that its competitors have struggled to follow ;---(TAGS)--- Full Title: Making an American icon part of the fabric of British society ; Number: 1998/49 ; Brand Name: McDonald's ; Client: McDonalds ; IPA_ProductCoding: Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: Leo Burnett ; Author: David Kisilevsky ;