Building a new way of working
After winning the McDonald’s US business, We Are Unlimited hit the ground running with a new strategic vision called The Cortex: a group of strategic specialists and partners determined to bring the brand closer to the consumer. During my time at WAU, I was in charge of laying out the process for the Cortex. That process included understanding roles and responsibilities across all strategic disciplines as well as a roadmap to creating one unified brief for the client and agency.