McDonald’s is to reassess its global media planning and buying as it seeks to get more from its marketing budget.

In a bid to bounce back from a sales decline, the burger behemoth will ask its local marketing teams to scrutinise their media outlay, the emphasis being on whether it is spent efficiently. It is not yet clear what the impact will be on its worldwide media agencies.

The initiative will be headed by global chief marketing officer Larry Light. Speaking at last week’s launch of the much-hyped ‘I’m lovin’ it’ campaign, Light challenged McDonald’s marketers to embrace new media formats more effectively and ensure efficient use of budgets.

Light has other plans for the revival of the burger chain, including more widespread use of kids’ clown character Ronald McDonald, a healthy living scheme called Go Active and the launch of clothing and toys licensing programme McKids across Europe.

Declared Light: “We have a massive programme of brand exploitation ahead of us and we intend to exploit those opportunities.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff