McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen WhitesideWarc
McDonald's Corp., a long-standing and renowned American multicultural marketer, appears to be slipping outside of its pocketed ethnic appeals, and moving to a wider "cross-cultural" approach in its appeals to various audience segments.
"Here's the news: the ethnic plans are the foundation [of our marketing program], and influential in shaping that plan, and it is endorsed by the entire system," said Marlena Peleo-Lazar, chief creative officer at McDonald's. "We are continuing to invest in the fastest-growing segments of our business: our ethnic consumers. We insure that it is never...