McDonalds on data, creativity and getting the media mix right

This event report looks at some of the ways that fast food chain McDonald's is addressing the various challenges it faces around the world.

McDonald's on data, creativity and getting the media mix right

Imaad AhmedWarc

McDonald's is one of the world's largest brands. And, according to Matt Biespiel, its senior director for global brand development, McDonald's is also at the forefront of marketing innovation.

Biespiel was speaking at the 2015 Cannes Lions International Festival of Creativity, at an event organized by The Economist. In a broad-ranging Q&A session, he covered how McDonald's' uses data, the media mix and creative challenges.

What is the most creative and innovative use of data which you've implemented in your business?

Biespiel picked out the McDonald's "I'm...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands