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McDonald’s last won advertiser of the year at Cannes in 2014. As DDB‘s new global CCO for the client, Luis Miguel Messianu has a lofty—but clear—goal: win the honor again by 2025.
Messianu acknowledged awards aren’t what matter most—effective creative does—but taking that top honor would signify the direction he and global CMO Morgan Flatley want to take McDonald’s marketing.
“Morgan talks about how she wants ideas that are braver because they believe that when McDonald’s gets it right, they’re actually moving culture,” said Dave Kissel, DDB’s global business lead.