Omnicom was tasked with creating the “Agency of the Future” for McDonald’s’North American business. A 250-person creative agency created from scratch and designed to move at the “speed of culture”.
At the core of the new agency model was the marriage of data and creativity, to drive smarter, more relevant messaging. The agency was also tasked with increasing output significantly. To enable this increase in craft and capability, Local designed an agile “Operating System” that connected every team across the agency and enabled optimal response to each creative brief.
Great creative work demands a process of insight, strategy and craft, but not all briefs need the same level of depth or time allocation
With a data "brain" at the heart of an agile OS, the creative process could adapt and spin at different speeds dependent on need
The “Rally” OS became a single process that could tackle every brief from a Super Bowl ad to a real-time tweet