McDonald's: How to turn around a legacy brand

This event report outlines how McDonald's, the restaurant chain, is transforming its brand to serve consumers' evolving tastes.

McDonald's: How to turn around a legacy brand

Geoffrey Precourt Warc

After nearly 14 years in automotive marketing – a career trajectory that touched such nameplates as Mazda, Lexus, Toyota and Ford, and, in time, led to the CMO post at Chrysler LLC – it would seem that Deborah Wahl could have expected a snappier pace from the QSR slice of the marketing ecosystem.

"I come from the car business," the SVP/CMO for McDonald's USA told an opening-morning audience at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference, "where it takes several years to build a...

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