Leo Burnett UK

As the strategist behind McDonald’s ads, Tom Sussman has made 2024 a landmark year for the brand, using a “people-first” approach to help McDonald’s connect with real people across Britain. His leadership has brought a fresh sense of purpose to the brand’s advertising.

Tom was instrumental in creating PopPulse, Leo Burnett’s proprietary research platform that listens to everyday voices, helping McDonald’s produce campaigns people genuinely relate to. This year’s highlights include The Happy Meal Box redesign, supporting children’s mental health, the young adult-focused “Make It Yours” campaign, the internet-melting “McRib Returns”, and a celebration of McDonald’s “50th Birthday” in the UK. These efforts have led to record-breaking results, including the highest-ever Brand Love score, increased market share, and revenue growth. Beyond campaigns, Tom has championed diversity and inclusion by bringing fresh voices into McDonald’s planning and mentoring young talent through initiatives like BRiM. His work has not only strengthened McDonald’s but also inspired the industry to focus on what matters most: the people.