Saatchi & Saatchi S worked with McDonalds to create a global catalyst network aimed at activating and sustaining the franchise’s corporate culture. Confronted by the imminent retirement of the first generation of leaders and employees, McDonalds identified a need to ensure business success through the conveyance of their unique values to the next generation of leaders.
To address this need, Saatchi & Saatchi S mobilized key internal stakeholders including representatives from CSR, Communications, Operations and Organizational Change to collaborate on current initiatives and plan future efforts. To address clear performance differences between active and less-active stores, Saatchi & Saatchi S designed Catalyst Activation webinars on values and organizational change, leadership activation and crew activation and embedded similar content into the 2010 McDonald’s World Wide Convention.
The result was the development of clearly defined standards and success metrics for activating McDonalds’ values, an articulated values activation framework to guide local market planning, and a successful transition of leadership from retiring corporate sponsors to the next generation of committed employees.