Tass Tsitsopoulos is the Group Strategy Director on the McDonald’s account at Wieden+Kennedy New York since being part of the winning pitch team in 2019. It all started with a Road Trip in June of that year, from Chicago to Atlanta, meeting people along the way and digging into their moments, memories, rituals and behaviors associated with McDonald’s. These were all packaged up into a book of Fan Truths and have formed the basis of the creative strategy ever since.
Tass has worked in advertising, on both sides of the Atlantic, for nearly 17 years, and at W+K NY since July 2017. Before winning the McDonald’s account, Tass helped give Ford back some swagger, and set Lyft apart as the good guys in ridesharing.
In a past life, he’s worked at BBDO and Saatchi & Saatchi New York, driving AT&T’s innovation credentials, getting so embedded with Subway franchisees that one of them even slept on his couch after a board meeting, and faced the wrath of racists for a Cheerios Super Bowl commercial.
Tass spent his first 9 years in advertising at BBH London, five of those in Account Management (so he’s not a planner to sit and pontificate). Working primarily on Vodafone, Virgin Media and Johnnie Walker, where he was responsible for adapting the “Keep Walking” platform to different markets across Europe. He also wrote two award-winning IPA Effectiveness papers for Surf and Gordon’s Gin.
Tass was born in Greece, grew up in the UK, feels proudly European and loves exploring America. Oh, and his order is a Bic Mac, fries, BBQ sauce, and a side of nuggets. (And a strawberry milkshake when he wants to feel 8 again.)