High angle view of people crossing a lined roadway

What We've Done

Increase the speed and operational flow of food preparation procedures to expedite food delivery to customers.

Challenge 1

Solution

Convened a “blue-ribbon” commission of top managers of company and franchise restaurants to discuss how to improve “speed-of-service.” Findings from event led to the development of customer self-service drinks and in-dining room condiment stands. The initial test of the process saved the company $3M. Once rolled out, competitors soon followed suit

Challenge 2

Information flow to district operations managers was being impeded by the amount of time they had to spend on the road driving to locations.

Solution

Developed and produced an audio cassette-based corporate news program that introduced top events and discussed important topics in monthly releases. Update! Provided DSMs the information they needed to keep on top of important corporate events and policies while they were on the road. Program ran for over eight years.

Challenge

Honda was experiencing a breakdown in reliability and durability in their power equipment and motorcycle product lines. They wanted to get quality control back on track before it impacted their nascent automobile business.

Solution

BMCG leveraged an understanding of the power of metaphor in Japanese cultural communication to craft a message equating the mindset of "Quality" as a fragile egg that needed to be carefully tended and passed from one person to the next.

The messaging struck a chord that resonated throughout the company and was embraced by the company's founder, Soichiro Honda. It formed the foundation of what became Honda's legendary focus on Product Quality and Customer Service.

Challenge

As a new manufacturer entering the U.S. automobile marketplace in 1985, Hyundai needed sales support and training materials.

Solution

Served as Account Executive/Creative Director/Executive Producer over a team of 20 instructional designers, writers and designers that developed product manuals, video presentations, sales collateral materials as well as corporate policies manuals, graphic standards and parts packaging guidelines in the ten months preceding the October release of the 1986 Hyundai Excel. The launch of this vehicle constituted the most successful introduction ever of a new vehicle/manufacturer into the USA automotive marketplace.

Challenge

Burger King wanted to increase/maintain sales to children.

Solution

Created an award-winning children’s marketing program to foster interest in and loyalty to the restaurant. Burger King Kid’s Club markets food and premium items to pre-teens and includes official club membership and newsletter. It won an Addy Award for Best Promotion of the Year.

Challenge

Toyota Motor Sales wanted to provide the Service and Parts departments of Toyota dealerships with a comprehensive hiring and performance evaluation system.

Solution

Designed a system that established a consistent set of standards for every job position within the dealership Service and Parts operations. Standards were used to evaluate potential hirees and evaluate their on-the-job performance. Evaluation system was based on a numerical scale that provided consistency and reduced subjectivity.

Challenge

Honda wanted a fresh, innovative presentation of their 1989 line up of newly re-designed vehicles.

Solution

Inspired by the Calvin Klein "ripped jeans" campaign launched that season, BMCG trucked the complete Honda passenger vehicle line-up to Johnson Valley and put them through their paces on the dry lake bed. Brightly-colored, brand new cars emerging from huge billows of brown desert dust in slow-mo. Beauty. Majesty. Daring. This was a first for Honda and the automotive industry. We started the trend that every other manufacturer has followed.

Challenge

A new management team. A new name. A new focus. The challenge became how to turn 500+ individual locations in the new direction while building positive morale and improving patient care levels.

Solution

Use video presentations featuring the top company executives clearly communicating company goals and expectations as an integral part of the turn around strategy. In four years, BMCG produced over 70 video-based programs to help fulfill the communications challenges. The result was a unification of focus, an increase in morale and wide-ranging acceptance of the new corporate direction.

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