Jack Morton X McDonald's
Account Management | Problem Solving | Strategic Relationship
When the behemoth of fast food, McDonald’s, needed a partner to reimagine their Worldwide Convention 2022 (WWC’22), they turned to Jack Morton, a full-service experiential agency, to challenge their conventional thinking and create a bigger, bolder, more culturally and technological relevant conference for their key stakeholders. Jack morton transformed this biennial convention into a McFamily Reunion where their Suppliers, Owner & Operations and Senior leadership gathered not only reflected on past achievements and look to the future, but connected as a family. Companies have conventions while families have reunions.
In my role as an Account Executive on the McDonald’s, I serve as a trusted advisor to clients, understanding their businesses and driving extraordinary solutions. Collaborating closely with my team, I ensured our work met clients' needs by leading client meetings, translating client briefs into creative and production directives, manage the timelines of creative assets and deliverables, writing project briefs and change forms. Additionally, I supported with client billing by preparing monthly billing for clients, managing the scope of work in order to avoid overages, providing additional quotes for extra work when necessary in word to document growth of the account.
Account Management
Goal: Help McDonald’s produce their biennial four-day convention,WWC’22, along with auxiliary executions such as the experience floor, Fred Talks, Mobile app and web design, and content production.
Result: McDonald’s Senior Leadership was so impressed with the production and success of the conference that Jack Morton was award the business for the next convention WWC’24 in Barcelona on the spot at the WWC’22.
Responsibilities:
Client Relationship Management: Served as the primary point of contact for clients, creative teams, and agency partners, ensuring effective communication and coordination.
Client Advisory Role: Understood clients’ business and serve as a trusted advisor to drive solutions.
Team Collaboration: Collaborated with the team to ensure work solves clients’ needs and manage assigned team workloads.
Project Management: Managed multiple projects with excellence as a key member of the Account team, including writing project briefs and change forms.
Business Growth Support: Supported Account leadership in growing client revenue and building positive, long-term relationships by building an account strategy deck.
New Business Development: Identified and respond to new business opportunities, managed internal partnerships, and contributed to award submissions and case studies.
Team Development: Lead internal project kick-off meetings, translated client briefing documents into creative briefs, and ensure creative content aligns with client needs and brand standards.
Client Communication: Acted as a point of contact for clients and internal teams, build relationships with junior-level clients, and prioritize creating a diverse, equitable, and inclusive work environment.
Communication Material Development: Researched, wrote, and oversaw the development of communication materials, videos, and other creative outputs to support project objectives.
Project Management: Managed client objectives, expectations, and timelines, communicated changes and directions to internal team members, and mobilized the integrated team towards project completion.
Risk Identification and Contingency Planning: Identified potential project risks, raised concerns effectively, and participated in developing contingency plans to mitigate risks.
Event Planning and Onsite Execution: Plan and executed meeting, schedules and onsite visits (managed travel bookings and flights) to support project objectives.
Relationship Building and Partnership Development: Assisted in relationship building, partnership development, strategy, and outreach to support business objectives.
Departmental Collaboration and Strategy Development: Collaborated with internal team members to develop effective strategies that lead to exceptional work and project success.
Key achievements:
14,083 Live Attendees left energized, inspired and empowerment by the keynote remarks, personal stories, global representation—garnering an overall sessions satisfaction score of 88%
Confidence in leadership and their vision for the future grew 5% compared to the pre-convention survey
Attendance of 14,083 total live attendees is on-par with past conventions and is especially impressive as COVID travel restrictions hampered entire markets from traveling
Post-convention survey results garned best-in-class satisfaction scores from attendees who gave a 92% overall satisfaction score and NPS of 65 for the conventional at large.
Engaging with fans followers and the McFamily (both virtually and live) exceeded all benchmarks with more than 20.M+ reach for all WWC22 social content, 1.8k posts with the inclusion of #WWC22 and more than 6k engagements with Chris K’s content across various social channels.
McDonalds’ Awarded Jack Morton the business account of WWC’24 in Barcelona.
Served as a reliable consultant to the McDonald’s clients, crafting extraordinary solutions by understanding clients' needs inside and out. I drove projects forward by leading client meetings, translating briefs into actionable directives, and managing timelines with precision. I ensured smooth sailing from start to finish, handling everything from project briefs to client billing and scope management.
Role
Account Management| Client Advisor | Project Management| Proofreading | Design | Digital Analyst