McDonald's get a taste for mobile marketing

Stephen Whiteside

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.

With 36,000 locations in over 100 countries, Lagnado's team can glean unique insights into new consumer culinary preferences and habits across the globe. And when it comes to building the QSR brand, that notion translates into providing a growing amount of content to entertain, inform and whet appetites among individuals using wireless devices.