Brands are made locally.

Munich, 2 June 2016. Munich-based agency Leo’s thjnk tank has won the pitch for local store marketing for McDonald’s Germany. In the final round, the joint venture between Leo Burnett Germany and thjnk ag beat out Kapacht and the Munich branch of Zum Goldenen Hirschen, and will be taking over the account from Heye as of July.

“The local restaurant is the brand’s calling card. So local store marketing is a key element in brand communications. The new LSM programme focuses on turning franchisees into local marketing experts by supporting them with professional advertising as well as modern ordering and communication interfaces,” Nils Endres, Managing Director, Consulting at Leo’s thjnk tank, says.

It will be the new LSM agency’s task to extend the nationwide campaigns locally and use appropriate grassroots measures to bring more customers into the restaurants. The point of sale plays a key role in this, as do, for instance, maximum visibility and findability of the restaurants. Creating a digital infrastructure for the McDonald’s restaurants and setting up new digital services for franchisees called for an agency with strong digital expertise and social media savvy. The aim is to create a clear-cut, consistent brand image and evolve the marketing portal overall on the Internet.

“We are delighted about the confidence McDonald’s has placed in us. We see this as both a commitment and the opportunity to ensure consistent and coherent brand management,” Andreas Pauli, Chief Creative Officer at Leo Burnett, says.

“Above all else, McDonald’s franchisees are entrepreneurs committed to satisfying their customers. I look forward to helping them accomplish that,” Armin Jochum, board member of thjnk ag, adds.

At Leo’s thjnk tank, Nils Endres (Managing Director, Consulting), Andreas Pauli (Chief Creative Officer at Leo Burnett) and Armin Jochum (member of the board of thjnk ag) are responsible for the account. Holger Beeck, President and Managing Director, McDonald’s Germany, is responsible on the client side. THE OBSERVATORY INTERNATIONAL, Hamburg, collaborated as pitch consultants.

About Leo’s thjnk tank (LTT) Leo’s thjnk tank is a joint venture between the agencies Leo Burnett Germany and thjnk. In October 2014, the newly established agency took over the German account of the McDonald’s fast food corporation. LTT moved into its Munich office in January 2015. Currently, a staff of 70 serve this client.

RESPONSIBLE ON THE CLIENT SIDE:
President and Managing Director: Holger Beeck
Press: Philipp Wachholz

RESPONSIBLE ON THE AGENCY SIDE:
Managing Director, Consulting: Nils Endres
Chief Creative Officers: Andreas Pauli
Armin Jochum