How McDonald's is going digital in Asia

Tessa Thorniley

This report discusses McDonald's increasing use of digital channels in Asia and other markets. Digital out-of-home enables the quick-service restaurant chain to respond to changes in the weather (e.g.

How McDonald's is going digital in Asia

Tessa Thorniley

McDonald's is every bit the traditional advertiser. In fact, it produces more television commercials globally than any other advertiser (by quantity rather than amount spent).

And while the fast food giant has no plans to scale back its huge TVC budget, it is making big changes to its media plans. Andrew Knott, VP Digital for McDonald's APMEA, told the Digital Asia conference in Beijing that "the old four media approach no longer works" for global brands seeking future growth.

"McDonald's is in the process of transformation… The question we...

WARC subscribers can sign in to keep reading

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