Y.M.C.I.: Teaming Up For Global Success

How an international committee improved sales and image

Michael A. Johnson,
Burger King Corporation

Marketers know the fact all too well. Parents know it too, but are less inclined to admit it. The fact of which I speak is the immense power and influence children have on family decision making.

One must be a parent to fully understand and appreciate the power of the ‘nag factor.’ How many times have we found ourselves in places we would never choose to go – or purchasing items we swore we would never purchase – just to keep a ‘little one’ quiet? One need only spend a Saturday morning watching the variety of cartoon line-ups to appreciate the plethora of advertising messages targeted at children. Want to know where your next family dining experience will occur? Or what your next toy purchase will be? Tune in Saturday morning.