1. Arc Worldwide – North America 2011 -- McDonald’s
Team Mission
Be the influential leader…
Passionate, creative and proactive in growing
McDonald’s business and brand
Most valued partner and “first call” for help
Strategic thought leadership ground in consumer behavior, retailing
innovation, and delivered across channels
Great creative

2. Arc Worldwide – North America 2011 -- McDonald’s
Drivers Imperatives
Creativity
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Product
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Innovation
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Growth
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Collaboration
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Culture
• Achieve revenue of approx $15.360 MM in revenue and drive toward additional growth
- Develop new revenue opportunities to replace previous XP scope ($2MM)
- Continue aggressive focus on financial management, accountability, and partnership
• Deliver committed profit margin of 52% CM
- Manage fee over delivery and make smart, planned investments in the business that will help us realize our goals
•Strengthen our impact and value proposition with the client
- Arc dollars are better spent than other agency dollars
•Elevate our product
- Differentiated and decisive strategic leadership
- Grounded in compelling, differentiated consumer insight
- World class creative and design
- Surprise, inspire and entertain clients with our work
- Ability to execute any concept (including games, contests, etc.)
•Push innovation in and across crafts and practice areas
- Drive big, campaignable ideas that cross channels and time
- Consistently deliver thought leadership at all levels
- Innovate processes to drive efficiency, always with an eye toward elevating the work
• Deepen and advance key client relationships
- Deliver differentiated thought leadership
- Always have a point of view, and be sought after for it
- Advance, strengthen and deepen key relationships – develop contact management plans for
account, creative and planning
- Proactivity: Identify and solve problems they haven’t yet articulated, deepen our understanding
of what causes them pain, and identify opportunities for you or others to solve
• Grow collaboration to deliver world-class solutions
- Across all McDonald's Business -- menu, calendar, brand and retail as well as new McD business
- Across departments (digital, planning, biz dev, production, finance, creative, account, etc.) and
other Arc clients with Leo Burnett (create value from alignment)
- collaborate even better with lb on kids so our work adds up to a great case study for the agency
• Enable our talent to progress and perform
- Attract, recruit and retain the best talent
- Clarify expectations and drive performance management, employee development, career growth
- Ensure integration and knowledge sharing across the business and across the globe