McDonald’s Drops ‘Creative Excellence’ Marketing Growth Plan

The iconic fast-food restaurant McDonald’s recently announced the end of its ‘Creative Excellence’ marketing plan that had been in place since early 2018. This plan was intended to put the creativity of McDonald’s marketing at the forefront and in turn drive continued growth within the company.

What Was the Creative Excellence Plan?

The ‘Creative Excellence’ plan was intended to energize global campaigns, drive digital content, and to consider new avenues of marketing outside of traditional media approaches such as television ads and radio exposure.

The plan centered around the philosophy that creative content should be innovative, inspiring, and integrate greater storytelling within McDonald’s messaging.

Why Was the Plan Abruptly Ended?

The reason for the ending of the plan has not yet been publicized, however it does come shortly after the firing of its chief global marketing officer and global Brand Icon, Silvia Lagnado. In a statement, McDonald’s CEO Steve Easterbrook said that the plan was cancelled because “McDonald’s marketing needs to be simpler and more effective for the organization.”

What Is McDonald’s New Plan?

McDonald’s has not yet announced what its new global marketing strategy is, but it is expected to be based around promoting brand loyalty and continuing to focus on the customer.

What Will This Decision Mean For McDonald’s?

Though not made public, it is safe to assume that McDonald’s decision to abandon the Creative Excellence Plan was made with the intention of ensuring that McDonald’s global marketing is more efficient and effective.

By doing this, McDonald’s will be better positioned to reach its customers and drive loyalty; ultimately making the McDonald’s global brand more sustainable in the long run.

Key Takeaways:

  • McDonald’s recently abandoned their ‘Creative Excellence’ marketing plan.
  • The plan aimed to put the creativity of McDonald’s marketing at the forefront.
  • McDonald’s has not yet announced what their new global marketing strategy is, but it is expected to be based around promoting brand loyalty and continuing to focus on the customer.
Author avatar
Nusrat Jahan

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