Leo Burnett UK

Tom is the lead creative strategist for McDonald’s UK, every year Tom guides a team of 10 planners to develop strategies for the account’s 50+ campaigns. But, this year has been a special year. In 2023, Tom has raised McDonald’s standards (and eyebrows) to all new levels, delivering the award winning Raise Your Arches campaign, a Marketing Society Grand Prix, an APG Grand Prix, and a slew of creative awards. He has also led new initiatives for the planning department; creating a groundbreaking new research platform; PopPulse, and twinning with ITVs strategy department to share data and insights.