I attended a panel talk featuring McDonald's Global CMO - Morgan Flatley, President, Internationally Owned Markets at McDonald's UK - Jill McDonald, and last but not least McDonald's Executive Vice-President and CFO - Ian Borden. Their discussion centered on convincing C-Suite executives, especially the CFO, of the real impact of creativity. Here’s a breakdown of their key points.
Co-Creation and Consumer Engagement
Morgan Flatley emphasized the importance of "Creative Revival" and understanding "Fan Truth". McDonald's has shifted its focus to identifying why fans love the brand rather than trying to appease detractors. This approach is crucial in building authentic connections. For example, the Grimace Shake campaign was a massive hit because it tapped into fans' nostalgia and affection for the iconic character. This creative risk not only boosted sales but also reinvigorated brand loyalty, demonstrating the tangible benefits of creative marketing.
Another key highlight was the concept of co-creating with consumers. Allowing consumers to interact with the brand and be part of its narrative is crucial for generating organic engagement and earned media. This strategy creates a vibrant community of brand advocates, showcasing the power of consumer engagement in driving brand awareness and loyalty.
Bringing the CFO into the Marketing World & Speak the Same Language
An essential point raised during the panel was the importance of involving the CFO in the marketing world. By bringing team members, especially the CFO, into the marketing discussions, marketers can gain more advocates for their creative initiatives. This inclusion helps bridge the gap between financial and marketing perspectives, fostering a unified approach to business goals. Morgan also emphasized the power of "YES" – it's easy to say no to creative risks, but empowering the CFO to say yes can unlock significant opportunities for innovative marketing strategies.
To convince the C-Suite, it's vital to speak the same language – the same business language and the marketing language. This means presenting creative ideas in a way that highlights their potential impact on business outcomes. By aligning marketing objectives with the company's financial goals, marketers can make a compelling case for investing in creativity.
Taking Calculated Risks
Ian stated the importance of taking calculated risks in creative execution while grounding decisions in solid consumer insights. McDonald's history is filled with bold ideas that have often been risky but ultimately rewarding. This balance of risk-taking and consumer insight demonstrates the impact of creativity on brand vitality and market presence.
Conclusion: Elevating Creativity in the C-Suite
Convincing the C-Suite of the real impact of creativity involves showcasing tangible results from innovative marketing strategies. McDonald's success in Paris illustrates how creative revival, cultural sensitivity, decentralized marketing, calculated risk-taking, and consumer co-creation can drive significant business outcomes. These insights from the panel reaffirm the importance of prioritizing creativity in marketing to achieve sustained growth and brand vitality.
BTW!! McDonald's offer everyone a free mini McFlurry EVERYDAY!!! Don't forget to take one when you pass their station!!!
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