It's not every day you get to hear two strategy leaders compare and contrast their agency's Gold IPA Effectiveness Papers. But Senior Planner at Brave Michael Kates suggested it on Twitter and Leo Burnett's London Head of Planning Tom Sussman and Wieden+Kennedy's Group Strategy Director Tass Tsitsopoulos said "yes". So here we are–a rare day.

Tom takes us through a 15-year case study of disciplined brand building for McDonald's in the UK.

Tass shares the “Famous Orders” campaign with us.

It's a refreshing discussion that will help you understand how each agency approaches their work for McDonald's, attitudes towards celebrity, making a global brand work locally, and more.

Big thanks to Michael for suggesting the chat.

Links below:

Tom: https://www.linkedin.com/in/tom-sussman-59892719/

Tass: https://www.linkedin.com/in/tass-tsitsopoulos-ba44551/

Michael: https://www.linkedin.com/in/michael-kates-484b4843/

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Join us for talks, case studies, and a chance to plan your year. 

Details at http://www.sweathead.com. 

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