McDonald's digital priorities: People not platforms

This event report addresses attempts by McDonald's, the restaurant chain, to pursue marketing "at the speed of now".

McDonald's digital priorities: People not platforms

Geoffrey Precourt

Deborah Wahl, McDonald's SVP/CMO, told delegates at the Interactive Advertising Bureau's (IAB) 2016 MIXX Conference that marketing has reached an "industry pivot point" with "a shift [that] has all of us grappling with a new world order that's causing us to think, plan, and act very differently than ever before."

Wahl, in fact, acted differently in late August 2016 with the consolidation of the brand's $1-billion account to a still unnamed division of Omnicom, ending a 34-year relationship with Leo Burnett, a unit of Publicis Groupe.

But change had been...

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