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|
McDonald's ContactsContacts (5/8)
|Alistair M.||Senior Vice President & Chief Marketing & Communications Officer||London|
Sample of Associated Brands
|Paul P.||Chief Executive Officer||London|
|Harriet H.||Senior Vice President & Chief People Officer||London|
|Marc C.||Vice President, International Lead Markets||London|
|Robyn D.||Senior Digital Director, High Growth Markets - Europe||London|
|Ronald Mcdonalds Charity||*|
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Top 5 H1 TV spenders to target in 2017
Out of the top TV spenders this H1, we've chosen key brands worth approaching ahead of imminent H1 2017 spending.
Despite the general decline in TV ad spend in favour of digital, some of these brands spent more on TV this year than last. This means that overall spending is on the rise, because most of these also increased digital spending this year.
Although TV is the focus, sponsorship is always on the table. Sellers should use the prospecting points below to win millions in revenue in the next six months.
The 3in1 Pods range saw the majority of this year's spend. While TV spending increased, digital ad spend has declined slightly, according to Pathmatics.
So far this year, Ariel has spent £321k, down from £531k spend during the same period last year.
The majority (73%) of this year's digital spend was on video as well as site-direct. Top destinations included youtube.com, telegraph.co.uk and mumsnet.com.
Note that Q1 and Q3 are the largest spending periods for the brand and planning is likely taking place this quarter. Sellers should be all over this, especially those that appeal to upper middle class and affluent mums and families.
Ariel works with Starcom, however P&G recently reviewed its media account but a decision has not yet been announced.
Creative and digital agencies should note that the brand works with Saatchi & Saatchi, but could consider new partners with media shifting.
Mr. Stefan Feitoza
Marketing Director - Northern Europe
Ms Florine van de Wolfshaar
Assistant Brand Manager Ariel UK & Ireland
Ms Isabelle Holst
Account Manager - P&G
Opportunity: The Benckiser-owned stain remover brand spent £18.2m on TV ads during the first half of the year up from £17.9m spent during the period in 2015.
In addition to the hike in TV ad spend, Vanish increased digital spending this year, having spent £3m so far, up from £686k during the same period last year. Most of the digital spend took place in Q3 though, with 96% of it on video.
Spending was spread out with 40% of impression sources being site-direct, 25% ad network, 17% DSP and so on. Top destinations were news.yahoo.com, eurosport.yahoo.com and youtube.com.
Sellers that have housewives, and working women
Zenith handles media planning and buying
Mr. David Romero
Marketing Director - Europe & North America - Vanish
Ms Karen Casey
Client Planning Director
Opportunity: Spent £13.9 on TV ads during the first half of the year, up from £13.6m spent during the same period last year.
Outdoor and sponsorship are two other huge areas the brand spends in and Dove recently signed a one-year sponsorship deal with New Zealand Rugby in the UK. Sponsorship sellers should be getting in touch next spring before the deal is up and Dove Men+Care considers another partner.
Earlier this year, the brand welcomed WPP veteran Andrew Barratt as head of digital brand marketing and media planning. Dove has shifted 25-25% of its ad budget to digital this year, with an increased focus on targeting men.
Since his hire, Dove's digital ad spend has increased going from £150k (2015) to £569k year-to-date. The majority (66%) of this year's ad spend was on video and 71% of impression share was site-direct. Top ad destinations were mirror.co.uk, amazon.co.uk and chroniclelive.co.uk.
MindShare handles media planning and buying
Mr Andrew Barratt
Global Digital, Dove (Personal Care)
Mr Ian Busch
Senior Global Marketing Director
Ms Sarah Atkins
UK Dove & Vaseline Brand Manager
Mr. Stephen Proud
Account Director - Unilever Parterships
Ms. Victoria Caffrey
Opportunity: The Nestle-owned animal food brand spent £11m on TV ads during the first half of this year, down just slightly from the £12.6m spent during the first half of 2015.
Pedigree and Temptations.
As for TV spend, Purina went from spending £18k last year from January to November, to spending £1.3m during the same period this year.
The majority of ads this year were run on video in Q3 and early Q4. Most spent (72%) was site-direct, with 13% of impression share on DSP. Top sites were youtube.com, express.co.uk and liverpoolecho.co.uk.
The brand has a history of spending the most of its budget during the first half of the year, mainly on TV, so sellers should be all over this.
Those with a large female audience should have an advantage as 20-44 year-old women tend to be the main decision makers in pet and vet-related costs.
Zenith handles media planning and buying.
Mr Olivier van Kleef
Brand Manager UK & Ireland at Nestlé Purina PetCare
Ms Amie Farrell
Mr. Benoit Cacheux
Global Head, Digital & Innovations
Ms. Nicola Tracey
Client Planning Director
Opportunity: The global fast-food giant spent £25.3m on TV during the first half of this year, up from the £18m spent during the same period in 2015.
McDonald's increased marketing this H1 to drive online engagement among 16- to 24 year-olds. Despite this, the chain has significantly decreased digital ad spend, according to Pathmatics.
So far this year, the chain has spent only £1m, down from £5.6m recorded during the same period last year. Last year's higher spending was due to a large Q2 video ad campaign.
This year's ad spend was mainly in Q1, also favouring video. Of the impression share this year, 80% was site-direct. Top destinations were youtube.com, msn.com and targetjobs.co.uk.
Those that have a high Gen-Z and millennial base should have an advantage.
OMD handles media planning and buying.
Mr Alistair Macrow
CMO, SVP, UK & Northern Europe
Ms. Georgia Hawkins
Digital Account Manager