In this week’s episode of Marketing Dividends presented by the AANA, Mark Lollback, chief marketing officer McDonald’s Corp Australia and New Zealand says that its marketing has shifted away from activity that delivers short terms sales spikes to activity that delivers sustained growth over a two or three year horizon.
In the video below, Lollback explains how the marketing team at McDonald’s incorporates the brand team, the consumer insights team, the innovation and menu team, and the digital and media team. He makes the point that the combined group provides the insights that drive activities that deliver sustained and real growth for the business.
“What we realised actually was that they (marketing initiatives) need to be bigger, bolder initiatives that generally have an impact over time, not just filling a window in the calendar,” Mr Lollback said.
Lollback goes on to mention that if marketing isn’t truly a part of the c-suite then it needs a re-brand.
“If marketing today has a seat at the table, particularly at the c-suite and it is seen as driving the business, no (it doesn’t need a rebrand). If you are anywhere but there, absolutely.
“If you are running a marketing department in an organisation that couldn’t tick those boxes, I would be wanting to rebrand, reposition and create enough energy and space for marketing department to have a real presence,” Mr Lollback said
Watch the full interview for yourself below:
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