Despite a "growth obsessed" outlook, McDonald's needs to improve its sales with a focus on stronger brand campaigns, according to CMO Mark Lollback.
In an exclusive interview with AdNews, the newly installed chief marketing officer for Australia and New Zealand said growth through marketing is at the core of his remit.
While the company is seeing around 2-3% annual growth in sales, it has historically seen between 5% and 7%, and Lollback said stronger brand initiatives are one factor which could lead to stronger growth.
“A measure of success must be getting back to high single digits, not settling for 2% or 3%,” Lolback said. “To achieve this, what change needs to occur?
“Part of the solution is getting back to what McDonalds used to be brilliant at doing, which is magic, engaging communications, and building brand love.
“If I look over the recent history reel, we as a brand have moved much more tactical, and probably underplayed the brand aspect.”
The full interview with Mark Lollback can be read in the 9 March edition of AdNews. Click here to subscribe for more news, features and opinion.
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