The Future of Brand Experience for McDonald’s Europe
McDonald’s Europe and TBWA Wright Academy
Overview
Digital Arts Network partnered with TBWA’s Wright Academy to deliver an innovative training experience for emerging talents, resulting in high-quality experience concepts and new customer value opportunities for McDonald’s Europe.
The Opportunity
As part of the TBWA Collective‘s superstar talent program, Wright Academy, we helped to plan and deliver a custom NEXT sprint for 30 emerging talents from around the globe. The sprint exposed participants to emergent cultural behaviours and technologies, while simultaneously uncovering new growth opportunities for McDonald’s Europe.
The Outcome
Along with our friends from the NEXT innovation crew, we facilitated a rapid sprint process for the participants. The teams progressed through experience brief development, customer insights gathering, ideation, concept development and testing. This hands-on approach allowed participants to apply new methodologies to a real-world challenge. The sprint culminated in a presentation of tested concepts and strategic thinking to McDonald’s clients, receiving overwhelmingly positive feedback from the European senior leadership team.
The Results
I truly enjoyed how the team facilitated the entire process— from planning to the tools used. The NEXT team were EXPERTS, I felt like I was in safe hands with every instruction and every detail.”
Phumi K, Strategist
TBWA Dublin & Yellowwood SA
