McDonald’s UK CMO: Big budgets aren’t enough to drive effectiveness
New McDonald’s UK CMO Ben Fox says his team “accepts the challenge” after the company’s global CEO called for “better marketing”.
McDonald’s is one of the biggest advertisers in Britain, but scale of media and budget is no longer enough to drive effectiveness, says the brand’s UK marketing boss.
“A decade ago, when I was first in the business, we could rely a lot on just having a very large marketing budget and a large amount of spend,” explains UK and Ireland CMO Ben Fox.
“We made brilliant brand TV advertising, but that alone isn’t enough anymore. You can’t get the same reach on those channels.”
