Alistair Macrow has delivered inspired concepts time and again to keep the brand relevant. McDonald’s played a huge role in the London 2012 Olympics, seizing the opportunity to change perceptions of the brand. But it is a challenge, as many still see the brand as the unacceptable face of globalisation. Macrow has tackled the issues head-on by exploding myths, building CSR credentials and showcasing the food’s provenance. Not to mention in-store look overhaul.