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McDONALD'S RESTAURANTS OF CANADA

Since 2007, McDonald’s and WHIRL have partnered together on 120+ projects. Working on a two-year cycle we create and execute the Franchise Owner/Operator (O/O) and Restaurant Manager (RM) Convention, Assistant Manager Roadshow, Supplier Summit and Worldwide Convention presence. The theme, messaging and production elements are cascaded all the way through out the organization ensuring consistency.

 

We are proud of this true partnership between client and agency allowing us to do our best work by truly understanding the business, its executive team and its employees.  As the saying goes “We bleed ketchup!”

CREATING MORE EFFECTIVE COLLABORATION

 

Together we created McDonald’s history, when we brought the O/Os and RMs together at the same meeting. The goal was to recognize the RMs as the business leaders they are – and the results have helped move the entire organization forward.

 

Starting with interviews with stakeholders across the organization, WHIRL defined the key messages that needed to be delivered and developed the meeting objectives, communications strategy and theme. During the 1,700-person, three-day convention, which included a tradeshow, awards night and social events, our creative elements truly reflected our audience, by incorporating our audience.

 

 

ADDED VALUE 1: ASSISTANT MANAGER ROADSHOW

 

Cost effective meetings for the Assistant Managers using the same media developed for the combined meeting were cascaded in three different cities across Canada. Audience-sizes ranged from 600 to 900. This shortened program lasted two days with a focus on learning.

 

 

ADDED VALUE 2: SUPPLIER SUMMIT

 

McDonald’s believes suppliers and agency partners are critical to their business – part of the three-legged stool of O/Os, Corporate and Suppliers. Every two years, we gather more than 400 suppliers together – to receive coordinated key business messages, celebrate mutual accomplishments and share a Q&A with executives. Again utilizing the same communication elements – videos, Powerpoint templates, staging concepts – and core messages.

 

 

WORLDWIDE CONVENTION

 

McDonald’s Canada executives were given centre stage at the global convention to share best practices with delegates from around the world. WHIRL strategically created a showcase that highlighted their success – in a uniquely Canadian way.

 

We did it all – with a tongue-in-cheek flavour of modest, “typically-Canadian” humour!  A engaging theme, videos, speaker support, entertainment, opening party, tradeshow booth design, awards ceremony and closing party, phew!

From cirque tumblers, dressed in parkas, dragging canoes through the tradeshow floor, to gospel choirs singing the national anthem in French – this event was a a huge hit with international delegates and Canadians alike. And a most “unCanadian” triumph for the Canadian organization!

 

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