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McDonald's | Company Profile, Marketing Contacts, Media Spend, Brands

McDonald's is one the world's top selling and most well known fast food restaurants. Menu items include hamburgers, chicken nuggets, fries, sandwiches, salads, kid's meals, and more. The company is organized into franchise cooperatives; the company owns only 30 percent of the total McDonald's locations. Franchisees must work in the restaurant, and cannot be a group or another corporation.

Main Telephone 0370 241 3300
Main Fax 020 8700 7097
Primary Address
11-59 High Road
East Finchley
London, London N2 8AW

McDonald's Contacts

Contacts (5/8)
Name Title City
Alistair M. Chief Marketing Officer & Senior Vice President - UK & Northern Europe London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 0370 241 3300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 11-59 High Road
East Finchley
London, London
N2 8AW

Paul P. Senior Vice President & Chief Financial Officer London
Steve E. Chief Executive Officer London
Violette C. Global Digital Marketing Director London
Robyn D. Senior Digital Director, High Growth Markets - Europe London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
McDonald's ********
Ronald Mcdonalds Charity *
McDelivery *

Agency Relationships

Brand Agency Service From To
********** *** ******* Creative 2017 present
********'* *** ** Media Buying, Media Planning unknown present
********'* *** ******* Creative unknown present

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Q3, Digital Opps: McDonald's targets 16- to 24 in global marketing transformation

Subject: Mobile, Radio, Digital, TV, Branding, Global, New Strategy.

Company: McDonald's (Winmo) is the world's leading global food service retailer with more than 35,000 locations serving approximately 70m customers in more than 100 countries each day.

Opportunity: The former Leo Burnett, but it sure has overhauled its marketing strategy since the restaurant received a score in our agency new business analysis platform for the second time last summer. Omnicom has created a new agency called We Are Unlimited to run media strategy. 

Using Razorfish to provide new digital content, developing an in-house team to drive online engagement targeted at 16- to 24-year-olds, it is fair to say McDonald’s was open to working with new agency partners over the last several months. 

Furthermore, the global fast food giant implemented a packaging overhaul at the start of this year, its first global packaging overhaul in three years. The new packaging was developed by a new “DynamicDesign” to a team that included designers from seven agencies, Leo Burnett Germany; TBWA U.S.; DDB Hong Kong; Creata Australia; Boxer UK; Landini Australia and Forpeople UK.

Sponsorship, digital and social sellers are encouraged to continue reaching out for revenue, which usually increases in Q3. 

Additional Information

Media Spend: Spent around £72m in 2014 with most in TV, Outdoor and Cinema advertising. Radio and TV were the only categories that saw increases in spend YoY.

Digital Breakdown: Over the last 12 months, McDonald's has run 382 standard display ads with 364 ad destinations, 7% of which were mobile. Of those, 87% were run site direct versus programmatic. This was in addition to running 27 standard display ads and 162 video ads. Top ad destinations have included, and 

Expansion: McDonald's is seeking to re-franchise 3,500 restaurants by the end of 2018, accelerating the pace of re-franchising and increasing the global franchised percentage from the current 81% to about 90%. The prior plan was to refranchise at least 1,500 restaurants by 2016. 

Personalisation, Digital and Targeting: At the end of 2014, McDonald's Europe said it would work to build guest traffic by pursuing targeted opportunities that leverage everyday value, classic core favourites, blended-ice beverages and key initiatives. In addition, the group said it remained committed to ongoing restaurant re-imaging, technology initiatives, and targeted new restaurant openings. Most importantly, McDonald's is looking to better master its local marketing efforts including in-store experiences. The company is planning to launch a global mobile app to allow for personalisation and a loyalty programme.

11-59 High Road, East Finchley, London, N2 8AW, 0870 241 3300

Mr. Marc Cooper
Digital Director, UK

Mr. Steve Easterbrook (U.S.-based)
Chief Executive Officer

Mr Alistair Macrow
Chief Marketing Officer & SVP – UK & Northern Europe