McDonald's get a taste for mobile marketing

This event report outlines how McDonald's, the quick-service restaurant chain, is tapping mobile as a marketing channel.

McDonald's get a taste for mobile marketing

Stephen WhitesideWarc

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.

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