【資料來源：BBC, 自由時報2008/01/29】
英國政府二十八日宣布，將賦予麥當勞等大型企業自行提供在職訓練，並授與合格員工相當於高中到博士不等學歷證書的權限。這項措施的目的，在於解決企業界對學校未能給予學生足夠職業訓練的疑慮，同時提高學有專精技術勞工的供給量。
（三家公司在職訓練 授予文憑）
英國首相布朗二十八日為這項遭質疑降低文憑水準的措施提出辯護。他說︰「如果麥當勞能發文憑，不代表標準的降低，事實上它會是艱難的課程，一旦你可以取得管理資格，你去哪裡就業都沒有問題」。
英國鐵路公司Network Rail、廉價航空公司Flybe與麥當勞等三家大企業，將成為首批有權授與英國課程和學歷管理局證書的公司。
英國課程和學歷管理局日前宣布，賦予這三家公司主管「授與機構」的資格，允許他們頒發國家合格證書，三家公司將從本月起試辦此項計畫，但其授與的資格，要到秋天才會全面獲得認可。
麥當勞將讓員工接受取得基本輪值管理證書的訓練，內容包括財務、衛生與人力資源等日常餐廳經營事務，員工通過後可獲頒相當於預科學歷的證書。
（私人公司學位 日益普及）
廉價航空公司Flybe將讓空服員與技工接受相關訓練，通過者授與相當於GCSE（普通中學教育證書）第二到第四級的學歷。
鐵路公司「Network Rail」則將提供鐵路工程資格證書，內容涵蓋技術、健康與安全領域，通過者最高可獲博士學位，該公司說，全公司三萬三千名員工與包商都可上課，多數受訓者可獲第二到第三級證書。
批評者說，這種「McGCSEs」課程可能貶抑學術資格，也質疑此種文憑是否能獲得其他公司的承認；但教育專家說，這種私人公司授與學位的趨勢將日益普遍，可結束公司訓練課程與國家文憑之間的鴻溝，對勞資雙方與國家都有好處。
McDonald's “McWake up” Case study
Context
McDonald's enjoyed this sizeable leadership position until a proliferation of outsiders came to town and redefined breakfast. From this point on, breakfast in Chicago would never be the same…
Breakfast became much more than a 2 for $3 sandwich deal and a cup of joe. In order for McDonald's to compete, it became necessary to connect with consumers on more than just product and price. It had to be about the experience as well. McDonald's had to engage consumers in an ongoing dialogue and unique experience with the brand.
The marketing challenge was clear: remind consumers of the great value and breakfast varieties at McDonald's in a relevant and engaging way. Get them to forgo their fancy bagels, oversized muffins, flavored coffee drink, and double tall, skim, no whip, half decaf caramel lattes.
Our goal was to make McDonald's part of Chicagoans’ daily morning routine by owning one of the most intimate parts of the morning...waking up.
Philosophy/Solution
Everyone has a morning routine. This was the consumer insight that drove our big idea. For some the day begins with a morning cup of coffee. Others need to hit the gym before feeling fully awake. But few people wake up in the morning and ask, “What am I going to eat at McDonald's this morning?” But why not? Why couldn’t we put McDonald's breakfast back in the minds of consumers? McDonald's had outstanding breakfast and it was imperative that Chicagoans were reminded of this.
Rather than merely talking at consumers with a breakfast message, we created a forum to engage consumers in a locally relevant, two-way communication with McDonald's: a free hotel-style wake up call service in which Chicagoland consumers could schedule next-day wake up calls from local Chicago celebrities.
A wide range of Chicago celebrities were featured on the phonebank. The celebrity line up ranged from former Bears football player Steve McMichael to Chicago bred band Cheap Trick to Cubs and Sox baseball players. Not to mention, Nancy Faust, the beloved organ player at Wrigley Field, the Cubs stadium.
It was critical to make McDonald's the very first thought for consumers in the morning and the very last thought before going to bed. To do this, we tied the 1-888-GoMcWakeup to a Chicago tradition: the rivalry between the city’s two beloved baseball teams, the White Sox and the Cubs. For most Chicago fans the rivalry is already part of their morning and evening routines. In the mornings, the day doesn’t start without getting the latest sports update with which to taunt co-workers or friends of the opposing team. Few go to bed without making sure their team did better than the rivaling team.
We asked Chicagoans to “wake up the rivalry” by using 1-888-GoMcWakeup when they thought about their beloved sports teams in the morning and at night. A Sox or Cubs fan could show team support by requesting a wake up call from his/her favorite player. In doing so, 1-888-GoMcWakeup would communicate not only a Chicago tradition but also the McDonald's 2 for $3 breakfast message to Chicagoland consumers. This ensured that McDonald's and 1-888-GoMcWakeup were the last thing Chicagoland consumers saw before going to sleep, and their very first thought in the morning.
Communication needed to reflect how the McDonald's brand is part of the sports rivalry of Chicagoland. The request that Chicagoans “wake up the rivalry” by using 1-888-GoMcWakeup was integrated into virtually each part of Chicagoland McDonald's advertising. Television ads featured Chicago White Sox players AJ Pierzynski and Jermaine Dye and Cubs players Carlos Zambrano and Michael Barrett giving personal wake up calls to each other. Their humorous methods for waking each other up not only woke the players but also the rivalry. “wake up the rivalry” and 1-888-Go McWakeup were also brought to life in radio spots.
A web campaign brought “wake up the rivalry” into Chicago’s digital space with ads featured on both the Sox and Cubs websites along with favorite Chicago news and social pages. The campaign culminated in a website, www.mcwakeup.com that provided a “wake up the rivalry” experience along with the ability for consumers to digitally request 1-888-GoMcWakeup calls.
Communication was also placed in the popular local newspaper, Chicago Red Eye, to speak to Chicagoans. McDonald's store windows also featured “wake up the rivalry” and 1-888-GoMcWakeup communication integrated into breakfast messaging.
Results
The campaign was a tremendous success, beating projections and creating greater buzz and sales for McDonald's morning meals.
Title: "McWake up"
Agency: Leo Burnett Company
City: Chicago
Advertiser: McDonald's
Brand Name: McDonald's
Market: United States
Country of Production: United States
Awards: The Golden Drum Awards, 2007 (Golden Drum) for Media Campaigns
Title: McDonald's "Couple"
Agency: Leo Burnett Sydney
City: McMahons Point
Production Company: Fat Ltd.
Advertiser: McDonald's
Brand Name: McDonald's
Market Worldwide
Country of Production: Australia
Awards: International Food and Beverage Creative Excellence Awards - FAB Awards, 2006 (FAB) for TV / The Retailers
Awards: American Advertising Awards, ADDY, 2006 (Gold) for Campaign
Creative: Director Glen Ryan
Art Director: Tim Bishop, David Smith
Copywriter: David Smith, Tim Bishop
Director: Ned Wenlock
Producer: Nicci Lock
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