McDonald's Canada Crowned 2012 Marketer of the Year

On behalf of all the staff at Tribal DDB Canada, managing director, Andrew McCartney is pleased to congratulate its client, McDonald's Canada, for being named 2012 Marketer of the Year (MOY) by Marketing magazine.

"McDonald's marketing strategy to engage in meaningful conversations with customers is admirable and sets a standard for transparency," says McCartney. "This honour recognizes McDonald's as not only a leader in the foodservice industry, but in the marketing community as well. Canada needs more brave clients like this."

McDonald's Canada joins a prestigious list of previous MOY winners, since 1997, Marketing's editorial team has selected marketers who have met the criteria of marketplace innovation, influence and leadership, and results. The judges agreed that McDonald's Canada met this criteria with a variety of impressive campaigns throughout the year, including the ambitious national launch of the McCafé; their AtoMc Hockey grassroots program that supports active lifestyles among Canadian youth; and most notably, for the breakthrough transparency of its innovative platform, "Our Food. Your Questions." that encouraged customers to ask questions and receive personalized responses about McDonald's food.

"For McDonald's Canada, fielding inquiries from the Canadian public through its "Our Food. Your Questions." digital platform was a way of staying relevant in a day and age where business practices are constantly called into question for all brands in all categories," says Kristin Laird, senior staff writer, Marketing. "Remaining relevant is particularly important for fast food brands facing intense competition for market share and increased skepticism from consumers who are demonstrating their preferences for healthy food."

The nine other marketers that made Marketing's MOY shortlist include: Subaru Canada, Kraft Canada, Sport Check, Ultima Foods, Loblaw, Rethink Breast Cancer, Target Canada, Samsung Canada and L'Oréal Canada.

Tribal DDB Canada has partnered with McDonald's Canada as its digital agency of record since 2011.

About Tribal DDB Canada

Named Strategy's 2012 Digital Agency of the Year, Tribal DDB Canada is the integrated digital and social marketing group of DDB Canada, the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Tribal DDB draws on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and differentiating marketing solutions for today's world. It has offices in Vancouver and Toronto and is a member agency of the Tribal DDB Worldwide network, which has 60 offices spanning 42 countries around the globe.

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For more information or interviews please contact:

Paige Calvert
DDB Canada
778.997.4421
paige.calvert@ddbcanada.com