OMD’s Post

There’s a difference between knowing your audience and truly understanding them.   OMD’s Maggie Hilliard joined leaders from TBWA\Worldwide, DDB, McDonald's, and Wieden + Kennedy at The Omnicom Space during Cannes to explore how McDonald’s brings Fan Truths to life—treating people not just as consumers, but as passionate fans. From global hits like Raise Your Arches to local stories like China’s “nugget man,” the panel showed how co-creation and empathy drive creative that connects, scales, and sticks. Maggie reflected on this, commenting “We have to be there in that authentic way for our fans… our path to authenticity has to be through synthetics in some cases — and that’s a really interesting challenge.” To explore more, find the full Cannes lineup here: cannes.omc.com #WeCreateWhatsNext #OmnicomAtCannes #CannesLions2025 #TheOmnicomSpace