M&H executed designs for McDonald’s “Big Arch” campaign, maintaining consistency with the QSR’s branding.
With many brands now having to produce hundreds or thousands of campaign assets per year just to stay in the content game, managing the flow of creative development is an ongoing challenge marketers have to navigate. According to recent statistics, scaling content production is one of the most common problems cited by 48% of content marketers (DemandSage, Dec 2024).
Often, what’s missing is one link in the content supply chain – a partner that can turn hard-earned creative concepts into myriad assets, quickly and on budget, says Dave Nourse, VP of growth at M&H. “Clients need someone like us who can motor to the finish line and drive scalable solutions across platforms.”
With banners, wall signage and double-sided fags, M&H helped transform a New York City theatre for a production of “Death Becomes Her.” Photo by Avery Brunkus, RPM.
As an indie creative content studio, M&H inserts itself seamlessly into clients’ content stream. It can develop, format and localize content for specific audiences in virtually any media – including social, digital, video, OOH, print and packaging – whether it’s for a campaign, brand launch or refresh.
A recent example of this is New York City’s Lunt-Fontanne Theatre, where M&H supported agency RPM by transforming basic copy and wireframe creative into an immersive environment for the new Broadway musical “Death Becomes Her.” M&H executed custom door and wall signage, a balcony banner, double-sided flags and custom lenticulars for the high-profile activation – all in less than three weeks.
One of the ways M&H keeps creative quality high is by aligning tightly with brand guidelines and campaign concepts developed in-house or by the client’s creative agency.
M&H supported Embark’s brand awareness campaign through project management, production design, retouching, proofreading and development.
For example, M&H recently partnered with U.S. creative agency Wieden+Kennedy (W+K) on McDonald’s “Big Arch” campaign in Canada, which required more than 120 different assets for OOH, digital OOH, social and banner ads.
W+K led the campaign and M&H executed the designs, working closely with the agency’s creative team to establish consistency with McDonald’s branding. M&H also managed resourcing, tracked progress and ensured all materials were delivered on time.
Working with Sid Less, M&H produced many of the assets for the agency’s “Earth Day is Leg Day” campaign.
For “Big Arch,” M&H integrated itself into W+K’s established workflow. But for many other clients, M&H helps implement those systems.
Last year, M&H was hired by Embark, a Canadian education savings and planning company, to support a brand awareness campaign. Between March and April 2024, the studio worked with Embark on project management, production design, retouching, proofreading as well as front and back-end development.
Before the work began, M&H proposed using Figma, a collaborative design and development platform, to get a stronger understanding of Embark’s brand and visual identity. It then used Figma to design some of the creative assets and collect client feedback.
As an Adobe Silver Partner, M&H also sets clients up with tools from Adobe Creative Cloud (for content creation) and Adobe Experience Cloud (for marketing and analytics). It primarily uses Adobe Workfront to manage projects and keep clients apprised of the cost, timing and status of their projects at all times.
Incorporating advanced production and management tools reflects where the wider industry is headed, Nourse says. “The content game has evolved, where we’re seeing more of a blend of technological and human approaches.”
“Being strategic means looking from above and getting a sense of the landscape,” he adds. “And increasingly, the landscape is less bespoke, one-off creations. It’s a constant stream that needs to be managed on behalf of clients, and that’s what we do best.”
CONTACT:
Dave Nourse
Vice president, growth
dnourse@mh.ca
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