Innovation details

Presented

Paris, 1985

Created for

Needham Harper Worldwide

Insights and actions

 Presented an analysis and a recommendation for the McDonald’s client to initiate a new television ad campaign across all of Europe, using the recently launched Sky Channel satellite tv service. Showed that in addition to the immediate audience opportunity, there was a long term strategic advantage for the client in helping to build commercial tv audiences in countries where there was very little commercial time available, since tv had been proven to be a premier vehicle for their marketing success in the U.S.

Based on this recommendation the client bought a significant amount of time on the channel on an ongoing basis and this catalyzed the development of the commercial tv we see globally today.    

Key clients involved

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