In this exclusive interview with WARC, Josephine Tan, Global Media Director for McDonald’s, and Sadhan Mishra, Regional Business Director at OMD Singapore, share insights and lessons from their ambitious initiative to introduce data-driven capacity-based advertising for its McDelivery service.

McDonald’s, the global quick service restaurant chain, enjoys near-universal name recognition around the world. In Singapore, the brand seemingly has an outlet on every corner, and McDelivery drivers zip around the island taking McDonald’s favourites to the homes of Singaporeans, all ordered through the tap of an app or online.

But far from being just another brand in Singapore’s crowded quick-service category, the company is taking steps to use data and digital acceleration to solve business challenges facing the company. In partnership with its agency OMD, McDonald’s took top honours in the 2018 Gunn Media Report for its data driven McDelivery innovation in Singapore.