McDonald’s global brand head says its data shows awards are good for business
The director of global brand for McDonald’s has said the company encourages their agencies to chase awards before a panel which examined the longstanding relationships the fast food giant has had with its panel of global agencies in Cannes.
Talking about why it had mandated itself to become the Advertiser of the Year at the festival fie years ago, a feat it has been awarded this year, Matt Biespiel, said its internal data showed award winning creative yields a “54 per cent increase on spend”.
“So yes awards are good for business.”
The panel examined the longstanding and unusual relationship McDonald’s has with its panel of agencies, with senior representatives from DDB, Leo Burnett, TBWA and OMD, explaining how they work together.
