Brand and design agency phdcreative has been recognised by POPAI Australia and New Zealand for its in-store retail zoning strategy and execution for McDonald’s Australia.

“It’s always an honour to be recognised by Australian retailers and I’d like to acknowledge phdcreative for providing consistently innovative strategies and campaigns,” Madeleine Fitzpatrick, McDonald’s VP director of marketing, said.

POPAI Australia New Zealand has recognised phdcreative for industry best practice in its recent Shopper Marketing: The Journey Begins study.

The report, conducted by Shopability, highlighted McDonald’s Australia’s “understanding of, and ability to, execute consistently (and with high compliance) against occasions, day parts, time zones and store zones”, demonstrating how phdcreative’s partnership with McDonald’s has created a level of expertise and execution that leads the way in Australia.

Caroline Ghatt, phdcreative’s strategy director highlighted how the report demonstrated the need to closer align marketing and sales, providing a complete pre and in-store solution. 

“We collaborate closely with McDonald’s to ensure that we analyse their diverse shopper journeys, creating strategies designed to really target their pre and in-store needs and ultimately, deliver results,” she said.

Earlier in the month, phdcreative also won an Effie Gold and Bronze award for its McHappy Day 2009 campaign for Ronald McDonald’s House Charities.