Marketing Week Meets…McDonald’s UK CMO Gareth Helm
Russell ParsonsOne of the UK’s most experienced and respected marketers explains why marketers need a plan to make money in the future, not just the present.
Trends 2020: More CMO rebranding
Russell ParsonsThe trend of dropping the CMO and other established titles is set to continue in 2020 while companies scramble to better reflect customer and company need, and marketers lack confidence in their own contribution.
Tesco and McDonald’s the first brands to commit to ‘gold standard’ to clean up digital advertising
Sarah VizardThe brands have said they will only use digital suppliers that have signed up to the IAB gold standard as the industry tries to clean up the digital ad ecosystem.
McDonald’s celebrates the power of imagination in Christmas ad
Molly FlemingMcDonald’s is building on its previous festive campaigns to once again get the nation ‘Reindeer Ready’.
There’s a brand risk for McDonald’s in firing its CEO
Molly FlemingSteve Easterbrook was in the middle of a brand turnaround when he was fired on Sunday for a “consensual relationship” with an employee.
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McDonald’s CEO Steve Easterbrook fired after dating employee
Molly FlemingEasterbook has been forced to step down after a consensual relationship with an employee, which violates company policy, and will be replaced by Chris Kempczinski, the president of McDonald’s USA and a marketer.
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McDonald’s turns to tech to build the future of fast food
Molly FlemingSince the acquisition of tech startup Dynamic Yield in March, McDonald’s has been rapidly building its tech capabilities to improve the customer experience and boost revenues.
Understanding how brands operate in Japan
Charlotte RogersAs a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
How McDonald’s shifted its outdoor strategy to focus on mass personalisation
Molly FlemingMcDonald’s has increased restaurant visitor numbers in key cities after introducing a new approach to targeting audiences through outdoor advertising.
Marketers’ only shot at influence is to embrace the CMO title
Mark RitsonCompanies like McDonald’s are abandoning the CMO role in part because marketers insist on constant, pointless reinvention of the position and its responsibilities.
McDonald’s scraps the global CMO role as Silvia Lagnado departs
Sarah VizardMcDonald’s is one of a growing number of companies scrapping the global CMO role in favour of spreading marketing responsibilities more broadly across the business.
McDonald’s unites marketing, food development and insight under new CMO
Charlotte RogersThe fast food giant has restructured its marketing team in the UK and Ireland under the leadership of new senior vice president and chief marketing officer, Gareth Helm.
McDonald’s names Zoopla’s Gareth Helm as UK CMO
Molly FlemingHelm, who has previously held marketing director roles at Nestlé, Mars, Innocent and MoneySuperMarket.com, replaces Emily Somers who left the business last year.