We are excited to announce that our branding and packaging design agency Boxer Brand Design and McDonald’s have won two Communicator Awards for the 2020 McCafé® holiday packaging line. The 12-piece system received the competition’s highest honor — the Award of Excellence — in both the overall design and packaging categories.

A leading international awards program honoring creative excellence in marketing and communications, the Academy of Interactive and Visual Arts’ (AIVA) Communicator Awards have been running for 27 years. Over 6,000 entries were submitted for the 2021 competition.

“The work entered in to this year’s 27th Annual Communicator Awards is even more impressive than in seasons’ past. This year’s entries are a truly stellar embodiment of our ‘Communication is everything’ tagline,” noted Eva McCloskey, managing director of the AIVA.

View the full list of Communicator Awards winners here.

We are thrilled to share that Boxer Brand Design, our embedded branding and packaging agency, and McDonald’s have won a Graphic Design USA (GDUSA) American Package Design Award for the 2020 McCafé® holiday packaging line.

With McDonald’s customers craving instant moments of uplift and escape after a year that left everyone feeling more than a little jittery, Boxer created a delightfully designed line of seasonal holiday packaging for McCafé® that delivered a feel-good pick me up everyone could warm up to.

“The idea of the holidays is to celebrate simple joyful moments, and the packaging for McCafé® celebrates that simplicity with a clever graphic solution that incorporates the core brand element of coffee with the iconic graphic element of winter: the snowflakes,” said VP, Creative Director of Boxer Brand Design Diana Samper.

12-piece packaging system was used across the entire coffee and bakery line, giving millions of McDonald’s customers seasonal delight aplenty served hot, cold, unique and bold.

The GDUSA American Package Design Awards is an annual program that’s been running for 58 years. The competition celebrates attractive graphics and the power of effective design to advance the brand promise and to forge an emotional link with the buyer at the moment of truth.

Originally published in Built In here.

“No one should feel left out of the fun of a game or sweepstakes because they have a disability.”

Senior Front-End Developer James Gambrell said this philosophy underlies tms’s (formerly The Marketing Store’s) approach to how it builds customer engagement solutions, like McDonald’s long-standing Monopoly game. Overall, the customer engagement agency’s projects — which include contests, games and sweepstakes, loyalty programs, web pages and retail experiences for brands like McDonald’s — are engaged by more than 110 million consumers each day, so accessibility is more than just a buzzword.

To keep employees informed on the latest accessibility news and best practices, Gambrell said tms (formerly The Marketing Store) has partnerships with multiple experienced accessibility consultants. In an interview with Built In Chicago, Gambrell shared how his team is building accessible digital experiences for web and mobile apps, his experiences on past accessibility projects and the insights his team’s derived from using multiple screen readers in various configurations.

However, his team’s work isn’t done in a silo. The senior developer said teams across the business work together to incorporate their expertise into accessible products for everyone to enjoy.

“It is essential that all teams effectively collaborate because each has unique responsibilities in delivering a holistically accessible UX,” Gambrell said. “Bringing our initiatives to fruition depends on other teams’ work.”

What does accessibility mean to tms (formerly The Marketing Store)?

Equity. We want everyone, regardless of their ability, to be able to share in the “same” experience as everyone else. No one should feel left out of the fun of a game or sweepstakes because they have a disability.

What are some of the most significant learnings your team has gleaned from building accessible web and mobile applications?

We learned how to manage creative desires while still delivering an accessible web experience. Just because an app is accessible doesn’t mean it has to be boring, basic or uninspired. Additionally, it was great to learn how much even marginal accessibility changes can improve the overall experience for users with disabilities.

What are some things devs must keep in mind when building apps that will be used by both users with disabilities and users without disabilities?

Devs need to be mindful that a user could interface with a web or mobile app and never use a mouse to click during the experience. So the app’s page navigation, interaction and corresponding analytic triggers need to take that fact into account.

Also, it’s important not to be afraid to challenge the design if it creates an accessibility implementation concern. Devs should be seen as allies to the creative process and should help inform creatives when the aesthetics compromise the functionality of an app for accessible users. Whenever possible, devs should try to present viable solutions that can honor the design desires or intentions while still being accessible and easier to implement and maintain.

What are some of the most impactful tech tools used in that project? 

Apps like Page Tester, WAVE and axe are great at providing a sound assessment of where accessibility efforts could be improved in an app. Using screen readers, such as VoiceOver and JAWS in different configurations, is also important because they all have different idiosyncrasies. Using them all illuminates potential changes that could be made across the board to ensure a more equitable user experience.

We also employ accessibility-based continuous integration tools to check for and fix accessibility issues in our component library before using launching them in apps, which has been hugely impactful.

What’s an accessibility-driven project your team is working on now? What is its intended impact?

We recently developed a series of web experiences for one of our largest client’s mobile app, where millions of families scanned special game pieces found on packaging that allowed them the chance to win prizes and unlock rewards. It presented a lot of unique hurdles. There are multiple accessibility pitfalls we can encounter during each interaction because of the many devices users could be interfacing with. Our team has been working to anticipate and solve for those instances as much as possible to make sure that what we’re producing is truly accessible to all.

For the second time in a row, The Marketing Store, a global customer engagement agency, was awarded the Global Supplier of the Year Award for their work with McDonald’s Happy Meal.

The award was presented globally in the pre-program footage at McDonald’s virtual Worldwide Convention 2.0 last week. Francesca DeBiase, EVP, Chief Supply Chain Officer, McDonald’s, and Kandice McLeod, Category Lead for Global Strategic Sourcing Services at McDonald’s, emphasized The Marketing Store’s achievements in implementing manufacturing innovations, driving significant cost savings, mitigating tariffs, fostering brand partnerships and encouraging sustainable best practices — all while staying committed to families and communities.

Most notably, since the coronavirus pandemic began, The Marketing Store has helped to successfully manage global inventory across markets to ensure there are no breaks in the supply chain.

“Supplier of the Year is the most prestigious award we have in McDonald’s Global Supply Chain. It’s reserved for suppliers who work tirelessly to deliver sustained results that enhance our brand, expand the competitive gap and demonstrate excellence across award categories,” said DeBiase. “Congratulations to The Marketing Store for being a role model of supplier Self-Managed Excellence and for being Customer Obsessed.”

The Marketing Store and McDonald’s have been working together for over 30 years.

Originally published in Ad Age here.

Millions of people are stuck inside their homes, looking for work, homeschooling their children and fighting for social equality. Consumers are exhausted, scared and mentally overloaded. Dealing with this overwhelming combination has driven them to look for brands that align with their struggle and basic beliefs.

The known and familiar have an advantage at times like these. Case in point: General Mills sales grew 21 percent, driven by brands customers experienced in childhood. But there is room for growth in many sectors, especially for brands that embrace the right strategies. At tms (formerly The Marketing Store), we follow six proven tenets to strengthen engagement:

1. Listen.

Listening to your consumers has profound ramifications. Consumers share their opinions when they feel a brand is listening. Take a pause on messaging to ask consumers their wants, likes and concerns. Create a plan of action that highlights what you’ve heard and how you’ll address it. Listening is the key to relevancy, as consumers are keen to tell brands what they want or how they feel.

To assure people that they’re being heard, tms (formerly The Marketing Store) uses a bevy of digital tools to connect clients with consumers in real-time and pivot according to their preferences. Working with McDonald’s, we executed COVID-19-focused research that helps us understand consumer preferences and how to help them feel safe.

2. Use your voice.

Brands have traditionally been afraid to venture into the political arena. There was a perceived risk to picking a side, but that time is long gone. Consumers actively look for brands that represent them. Let consumers know you are with them and how you are following through. Then use the amplification power of branded channels to share that message broadly.

Major brands are learning this lesson the hard way, with strong outrage over minimizing Black Lives Matter or avoiding the equality conversation.

3. Nurture loyalty.

Loyalty is often viewed as a transactional relationship, devaluing customers in the process. True loyalty thrives when consumers see themselves, or something that represents them, in a brand or products, and when the consumer feels they are getting the greater value out of the relationship. All too often, brands deliver near valueless points or hierarchal loyalty systems that are disliked by consumers. These systems scream high-dollar spenders only.

Consumers don’t want to decipher complexity. To diffuse this transactional relationship, create an exchange of value that feels authentic and considerate. Show the consumer the brand cares about them as an individual instead of a sales figure. Thank the consumer for engaging with and purchasing your products. Gift them with a warm feeling that keeps them coming back.

In order to create this, consider the value chain of loyalty. Using initiation in strategy, creative to drive an emotional connection, analytics to measure ROI, technology to deliver the final experience and compelling rewards that create true value exchanges with consumers, these building blocks are accessible for any brand.

For example, tms (formerly The Marketing Store) partnered with a major telecom company to launch a new method of rethinking loyalty. Its premise is simple: Customers in good standing get thanked every week with exclusive offers, sweeps and more. There are no points or strings, just a weekly appointment to thank customers.

4. Be transparent.

Millennials and Gen Z are growing resistant to manipulative advertising. They see through marketing, and they ask, “Is this company honest? Reliable? Do they stand for something?”

Letting consumers understand exactly what you want them to do and what the benefits are is tremendously powerful in establishing a bond and, ultimately, respect. Show transparency consistently so consumers will trust your branded messaging and want to engage with your products.

5. Create consistency through simplicity.

Consistency is key to engagement. When a brand sets a value proposition, consumers expect brands to follow through. This can tax resources, so it’s equally important not to overpromise. Be upfront about exactly what the exchange is and why it has value, deliver it consistently and make up for it when the value exchange is broken.

This is established through the prism of simplicity. The easier the program is to execute and maintain—and for consumers to engage with—the higher the chance it will be successful and create meaningful consistency.

6. Spark joy.

Never forget one of the most important elements of consumer loyalty: joy. Brands should provide moments of joy, whether through surprise and delight tactics, a personalized thank you or joyfully designed digital experiences that deliver a smile instead of focusing just on a sale. Surprise and delight can do wonders for customer engagement, but ultimately it is a tactic. True joy can be driven from being relevant, timely, thoughtful or just plain fun.

These steps will help brands build sustainable loyalty and engagement. We recommend brands should focus on curating the one thing that drives true engagement and loyalty, brand love. It sounds aspirational, but when you break down what’s happening with consumers, the brands they love that bring them comfort are succeeding during 2020 turmoil.

Using these six principles will help brands make connections while consumers are distracted and overloaded. Become a brand that provides comfort and be worthy of consumer love to drive lasting engagement and loyalty.

Ryan Hedges is VP, Digital Experience, at tms (formerly The Marketing Store) with over 16 years of experience in advertising and digital marketing. He’s led strategy and campaigns for Pepsi, American Express and Universal Studios and most recently has focused on tms’s (formerly The Marketing Store’s) loyalty and digital work. He lives in Los Angeles with his husband and two dogs, while being an avid cook.

At the ANA’s 2019 Joint Shopper/Commerce & Experiential Marketing Committee Meeting, Tania Wendt, SVP Engagement and Strategy for tms (formerly The Marketing Store), spoke alongside Betsy Zurek, Director Retail Experience, US Marketing for McDonald’s, about delivering successful retail experience.

The event centered on the intersection of commerce and experience in the retail world, highlighting success stories of brands managing to deliver delightful, frictionless customer interactions in new, innovative ways.

Specifically, Tania and Betsey spoke to the challenge of serving up the right message at the right time in the retail world. The goal? To turn brand love into brand purchase, to close the sale while priming customers for their next ones.

They also defined the main components of successful retail experience: it’s connected, personal, empowered, frictionless and inviting. But, as they explained, it’s truly data-informed strategy, creative excellence and facilitative tech that really drive retail experience.

With millions of customers, it’s difficult to establish one-to-one connection without the help of technology and data. At tms (formerly The Marketing Store), we use the insights McDonald’s takes in at its restaurants to map the customer journey and provide customers with what they need when they need it, minimizing pain points.

While numbers are key, alone they can’t provide the greatest possible experience. Tania and Betsy pointed out that creativity truly fosters connection. Feel Good Design brings life to McDonald’s brand promise.

But how does it all happen day-to-day? Facilitative in-store technology has the power to make or break a customer’s experience. Tania and Betsy stressed how important it is for it to fit with a brand and its purpose. Too many brands utilize tech in undeserving ways. We aim to employ technology only in the ways McDonald’s consumers actually want.

Tania, Betsy and team are constantly striving to innovate along the path to purchase as the time becomes right for both the system and the customer.

tms (formerly The Marketing Store), a global customer engagement agency, was awarded the Global Supplier of the Year Award for their work with McDonald’s Happy Meal.

Francesca DeBiase, EVP Chief Supply Chain and Sustainability Officer at McDonald’s, presented the award at the McDonald’s Worldwide Convention and highlighted the outstanding work tms (formerly The Marketing Store) has done to optimize the Happy Meal toy production infrastructure, transitioning smoothly to become the sole production agency, creating significant cost savings, while maintaining the highest quality and safety standards for such a critical element of McDonald’s family business.

“It’s partners like tms (formerly The Marketing Store) who prioritize McDonald’s as a customer and live our supply chain values every single day,” says Steve Easterbrook, McDonald’s CEO. “They are great examples of self-managed excellence in action … always innovating, helping to offset rising costs and investing in technology for all the benefits of our future. We win together.”

tms (formerly The Marketing Store) and McDonald’s have been in partnership together for more than 30 years.

Originally published here on QSR Magazine.