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Boldly Say YES to Creativity: insights from the McDonald's

Writer's picture: Yingxi LiangYingxi Liang

Ever wondered how an idea can turn into a huge sales lift? On the first day of the Cannes Lions Festival, I attended a panel talk at McDonald's featuring McDonald's executives - Morgan Flatley, Jill McDonald, and Ian Borden - who gave us their perspectives on their determination to SAY YES together in the face of the risks of creativity when it comes to marketing McDonald's longstanding brand.

Morgan as the Global Chief Marketing Officer of McDonald's kicked off the session by talking about the need to demonstrate the value of creativity in a global company. She emphasized that by maintaining a consistent brand identity and message, a company can effectively communicate its values and products, fostering a strong global presence and competitive advantage.


Unified Vision: CMO and CFO in Sync for Innovation

What impressed me was Morgan sharing her story of convincing Ian (Executive Vice-President and Chief Financial Officer at McDonald's) to support a bold new marketing campaign by demonstrating its potential value and aligning it with financial goals. Ian shares his struggles on balancing risk and reward before ultimately deciding to join forces. Their shared courage helped re-energise McDonald's in the face of brand marketing dilemmas. She also emphasizes the need for CMOs and CFOs to step out of their comfort zones and embrace innovation together. Aligning marketing and financial goals can lead to sustainable growth and make these creative ideas pay off big time. They illustrate how a unified vision at the executive level is critical to driving bold, successful initiatives. When creative and financial minds come together, they can create something truly amazing, ultimately turning innovative concepts into competitive advantages for brands.


Boldly Say YES! -  The Grimace Shake Story

McDonald's CMO and CFO dared to embrace innovation with open arms, citing the example of The Grimace Shake, which McDonald's launched to celebrate Grimace's birthday, and which totally bombed. People started making hilarious videos pretending to pass out after drinking the shake. This unexpected trend led to an almost 20 percent increase in sales! It's a compelling case study and a great reminder of how powerful viral content can be at the moment and reveals that brands can break out of their pre-existing image, and that sometimes the best marketing ideas come from the most unexpected places, and McDonald's responded in a timely manner.


The viral success of McDonald's Grimace Shake highlights valuable lessons for global brands. By embracing the unpredictable nature of social media, companies can tap into Gen Z's love for humor and authenticity. This generation appreciates brands that aren't afraid to be playful and a little irreverent. Future marketing strategies should focus on creating shareable, engaging content that invites consumer participation and creativity. Leveraging platforms like TikTok, brands can initiate trends that resonate with younger audiences, making them feel involved and valued.


Additionally, maintaining a flexible and adaptive approach allows brands to pivot and capitalize on unexpected opportunities, turning viral moments into lasting success. The Grimace Shake's success reminds us that bold, creative marketing, backed by solid collaboration and real-time analytics, can capture the hearts of a generation and drive significant business growth.


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