How McDonald’s is building its brand beyond walled gardens

McDonald’s, the restaurant chain, is seeking to achieve a holistic view of consumers as it strives to build genuine engagement and a true digital value exchange.

"At McDonald's, we like to say, 'We make delicious, feel-good moments easy for everyone,'" Bob Rupczynski insists.

Bob Rupczynski, Global Vice President/Media, CRM & Digital Merchandising, McDonald's

In his role as Global Vice President/Media, CRM &...

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