McDonald's get a taste for mobile marketing
Over the last 14 months, McDonald's has been pursuing a turnaround plan based on listening more deeply to consumers, streamlining its structure and reacting faster to evolving tastes.
This shift has resulted in several significant changes within the marketing function. Last month, for example, Colin Mitchell – previously Head of Strategy Planning at Ogilvy & Mather – was handed the new position of Global VP/McDonald's Brand. And he will report in to Silvia Lagnado, who joined the quick-service restaurant chain as Global Chief Marketing Officer last year.
With 36,000 locations...