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...