"Completely new spot language"
Heye CEO Jürgen Knauss has been in charge of McDonald's Germany for 32 years. Together with his agency, he defined the new concept for the McDonald's brand and implemented the global communication.
Heye CEO Jürgen Knauss has been in charge of McDonald's Germany for 32 years. Together with his agency, he defined the new concept for the McDonald's brand and implemented the global communication.WW Mr. Knauss, your idea "I'm lovin'it" or "I love it" won out against 14 large agencies worldwide. The biggest milestone in your career?
Jürgen Knauss: I particularly like the fact that we have taken three so-called clichés ad absurdum. Firstly, it's not true that you generally have to buy in expensive creative stars for such an extensive project. We used our in-house creative department and young talent. Secondly, it's not right to be burnt out and lame even after 32 years of McDonald's advertising. And third, it's not right that you have to have an office on Madison Avenue to do good advertising.
A creative answer, but not an emotional one. Don't wear something
too much understatement?
Of course I'm proud to be quoted in the Wall Street Journal or the Times.
What image and sales impulses must the new campaign fulfill?
"I'm lovin'it" is more than just a new campaign. It is a new corporate strategy that McDonald's is focusing on. This is very courageous and I am convinced that we will be successful. McDonald's will be breaking new ground in many areas. From the partnership with Justin Timberlake to the store manager, who has to understand and live the new direction.
What is really new about a creative appearance that uses lower case instead of upper case for the slogan?
used?
What is new is the fact that the company has given tough but honest answers to some questions. One of the answers was: You don't like, you don't love McDonald's like you used to. So the conclusion is: make them love you again. And because this thesis must apply to all customers and all employees, our logical claim is: "I'm lovin' it".
And why the lower case?
Because our focus is always on the consumer. We write small to make a big impression on our customers.
How did you manage to sell a campaign to the board of a US company as a German creative?
That was relatively simple. Our campaign precisely formulates the direction of McDonald's: away from a fast food restaurant and towards a lifestyle company.
However, customers have less and less desire for Big Macs. And worldwide.
"I'm lovin' it" is not a marriage proposal, but an honest commitment to woo customers with new attention, new offers and a new outfit.
New uniforms, new menus and a new motto are not the same thing.
brand-relevant repositioning.
You are a new corporate strategy. But we ask for your patience. The world premiere of the campaign took place in Munich on September 2, 2003. Now all employees on five continents must understand what it means to take greater and more intensive care of the customer. Then millions of customers must understand it. But the difficult theoretical part of our homework is done. McDonald's "I'm lovin' it" is a new term that describes both a fascinating lifestyle and dynamic retail. An interesting balancing act that is already sending the competition into a frenzy, because "I love it" can neither be imitated nor disfigured. McDonald's is simply good.
When and how is the launch of the McDonald's campaign in the
Switzerland planned?
The launch in Switzerland will be truly exceptional. We are supporting our colleagues from DDB there. Our concept focuses on the consumer and, of course, their language. The hip-hop song in Switzerland therefore has German, Italian and French lines.
What else is there to impress Swiss customers?
We have developed a completely new visual language for the TV commercials. I call the motifs i-Stories, stories in which the eye first grasps the subject and then the text. And as we at DDB know, print advertising will also play a strong role in the Swiss media mix alongside TV commercials
You have been shaping McDonald's communication for 32 years.
Do you still know all the claims and the matching melodies?
But of course (starts to sing). "Take a break", that was our first song in 1972, which we adopted from America. Then came our first own song (continues singing): "Because that's McDonald's, eating with fun". We also had great success with the singer Robin Beck, who sang: "McDonald's is simply good". Not forgetting our song, which was adopted by 38 countries: "Every time a good time". (pause) Yes, we have always given the world good things.
A declaration of love to a fast food chain: probably the most expensive campaign of the year was conceived and realized in Germany.
The old man and the moreSelf-confidence and understatement are the special characteristics of Jürgen Knauss. With this combination, he has positioned Heye & Partner from Unterhaching near Munich as a brand in the big wide world of advertising. Knauss, 65 years old and a "gray eminence" of the advertising scene, says: "I'm a team member, nothing more and nothing less." The amateur golfer and Cohiba smoker is considered merciless, especially towards himself. He has worked his way up from graphic designer to CEO. Jürgen Knauss also sits on the Board of Directors of DDB. McDonald's runs like a red thread through his work. For 32 years. No matter who reigns as head chef in the States, "Jurgen" is flown in when things go wrong. He has now won something like the Worldwide Champions League with his regular customer. (pe)
Interview: Peter Ehm
Jürgen Knauss: I particularly like the fact that we have taken three so-called clichés ad absurdum. Firstly, it's not true that you generally have to buy in expensive creative stars for such an extensive project. We used our in-house creative department and young talent. Secondly, it's not right to be burnt out and lame even after 32 years of McDonald's advertising. And third, it's not right that you have to have an office on Madison Avenue to do good advertising.
A creative answer, but not an emotional one. Don't wear something
too much understatement?
Of course I'm proud to be quoted in the Wall Street Journal or the Times.
What image and sales impulses must the new campaign fulfill?
"I'm lovin'it" is more than just a new campaign. It is a new corporate strategy that McDonald's is focusing on. This is very courageous and I am convinced that we will be successful. McDonald's will be breaking new ground in many areas. From the partnership with Justin Timberlake to the store manager, who has to understand and live the new direction.
What is really new about a creative appearance that uses lower case instead of upper case for the slogan?
used?
What is new is the fact that the company has given tough but honest answers to some questions. One of the answers was: You don't like, you don't love McDonald's like you used to. So the conclusion is: make them love you again. And because this thesis must apply to all customers and all employees, our logical claim is: "I'm lovin' it".
And why the lower case?
Because our focus is always on the consumer. We write small to make a big impression on our customers.
How did you manage to sell a campaign to the board of a US company as a German creative?
That was relatively simple. Our campaign precisely formulates the direction of McDonald's: away from a fast food restaurant and towards a lifestyle company.
However, customers have less and less desire for Big Macs. And worldwide.
"I'm lovin' it" is not a marriage proposal, but an honest commitment to woo customers with new attention, new offers and a new outfit.
New uniforms, new menus and a new motto are not the same thing.
brand-relevant repositioning.
You are a new corporate strategy. But we ask for your patience. The world premiere of the campaign took place in Munich on September 2, 2003. Now all employees on five continents must understand what it means to take greater and more intensive care of the customer. Then millions of customers must understand it. But the difficult theoretical part of our homework is done. McDonald's "I'm lovin' it" is a new term that describes both a fascinating lifestyle and dynamic retail. An interesting balancing act that is already sending the competition into a frenzy, because "I love it" can neither be imitated nor disfigured. McDonald's is simply good.
When and how is the launch of the McDonald's campaign in the
Switzerland planned?
The launch in Switzerland will be truly exceptional. We are supporting our colleagues from DDB there. Our concept focuses on the consumer and, of course, their language. The hip-hop song in Switzerland therefore has German, Italian and French lines.
What else is there to impress Swiss customers?
We have developed a completely new visual language for the TV commercials. I call the motifs i-Stories, stories in which the eye first grasps the subject and then the text. And as we at DDB know, print advertising will also play a strong role in the Swiss media mix alongside TV commercials
You have been shaping McDonald's communication for 32 years.
Do you still know all the claims and the matching melodies?
But of course (starts to sing). "Take a break", that was our first song in 1972, which we adopted from America. Then came our first own song (continues singing): "Because that's McDonald's, eating with fun". We also had great success with the singer Robin Beck, who sang: "McDonald's is simply good". Not forgetting our song, which was adopted by 38 countries: "Every time a good time". (pause) Yes, we have always given the world good things.
A declaration of love to a fast food chain: probably the most expensive campaign of the year was conceived and realized in Germany.
The old man and the moreSelf-confidence and understatement are the special characteristics of Jürgen Knauss. With this combination, he has positioned Heye & Partner from Unterhaching near Munich as a brand in the big wide world of advertising. Knauss, 65 years old and a "gray eminence" of the advertising scene, says: "I'm a team member, nothing more and nothing less." The amateur golfer and Cohiba smoker is considered merciless, especially towards himself. He has worked his way up from graphic designer to CEO. Jürgen Knauss also sits on the Board of Directors of DDB. McDonald's runs like a red thread through his work. For 32 years. No matter who reigns as head chef in the States, "Jurgen" is flown in when things go wrong. He has now won something like the Worldwide Champions League with his regular customer. (pe)
Interview: Peter Ehm
