McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
McDonald’s was the first brand to advertise on Pokémon Go and says the tie-up is part of its strategy to ensure it is involved with innovative and new marketing platforms.
Media agencies in the US have been boosting their profits by keeping rebates and kickbacks from media buying, according to new report which found the practice is now “pervasive” among agencies.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.