Digital/social has become the Dollar Menu of the advertising world
If creatives were once French chefs, these days they’re more like burger-flippers, much to TrinityP3 USA chairman Michael Farmer’s chagrin.
The new McDonald’s Dollar Menu, which includes a sausage burrito for $1, a Bacon McDouble at $2 and the Classic Chicken Sandwich for $3 is designed to boost same-store sales.
While this represents the company’s best shot at traffic increases for 2018, the chain will need more than $1-$2-$3 discounted items to maintain margins and stock market price. Wendy’s and Taco Bell have responded with their own discounts, and the prospect of an industry price war looms.
In the ad agency world, where digital/social advertising is growing and cannibalising traditional media dollars, and “digital is the future” arguments prevail, agencies have jumped on the bandwagon and they are cranking out deliverables at an astonishing rate for astonishingly low fees.
