I joined Cossette as the group head of Saturn Saab Isuzu and Coca Cola Limited. Six weeks later, the agency creative director left and I was asked to take on the McDonald’s account as well. A year later, McDonald’s decided it had to be more efficient with its agencies: DDB, Arnold and Cossette. Their task was to reduce its roster from three down to one. I was charged with the task of being the creative lead for the pitch. It was probably one of the biggest and toughest pitches I’ll ever be a part of. The presentation to George Cohen and 50 of his corporate executives and regional presidents was a huge success. We found out that night we won. I then spearheaded the national creative team to launch a new campaign: “There’s a little McDonald’s in everyone.”