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The Marketing Store Worldwide | Agency Profile, Contacts, AOR, Client Relationships




Service: Creative

Main Telephone
(312) 614-4600
Primary Address
55 West Monroe
Suite 1400
Chicago, IL 60603
USA

The Marketing Store Worldwide Contacts

Contacts (5/10)
Name Title State
Arthur C. Associate Creative Director IL
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (312) 614-4600
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 55 West Monroe
Suite 1400
Chicago, IL
60603
USA

Heather H. Associate Creative Director IL
Roberts M. Associate Creative Director IL
Ryan D. Senior Art Director IL
Brian F. Creative Director IL

Client Relationships


Brand Service From To Media Spend
********'* Creative *

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Multicultural Opps: McDonald's promotes AAPI options after AAPI Heritage Month ended (Score 68)


has been celebrating the AAPI community, even after AAPI Heritage Month ended at the start of June. An initiative with Webtoon promotes AAPI artists and their stories. McDonald's has teamed up with the AAPI community before; for example, earlier in 2021, it and fashion designer Humberto Leon launched a virtual zodiac art collection in the metaverse for the Lunar New Year. McDonald's will continue pushing for diversity and working with the AAPI community on similar efforts in the future. The company's current focus, where this is concerned, is on uplifting the AAPI community and educating people who are not in it.

These initiatives will be popular among Gen-Z, who tend to value diversity and inclusion in brands (more here).

According to iSpot, the company has spent approximately $71.8m on national TV commercials YTD, down 23% from the approximately $93.3m spent within the same 2021 timeframe. McDonald's ended up spending approximately $224m on this channel last year, down 21% from the approximately $282.8m spent in 2020. The company's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, SportsCenter, College Football and the 2022 NFL Draft.

So far this year, Pathmatics reports McDonald's has allocated roughly $60.2m toward digital ads, up 10% from the roughly $54.5m allocated by this point last year. The company's estimated full-year 2021 spend jumped 45% to $121m from that of $83.5m in 2020. McDonald's has earned around 7.2b digital impressions YTD via Facebook (37%), Instagram (31%), desktop video (13%), desktop display (8%), Twitter (7%) and mobile display (4%) ads.

Of course, these recent community-minded efforts are designed to reach a broader audience of AAPI and Hispanic individuals. As you can tell, McDonald's TV spend is dropping while its digital spend increases; this leads me to believe the fast-food giant's typically male target demographic still consists primarily of Gen-Z and millennials. To reach this digitally-oriented audience even more effectively, the company may make future forays into additional digital channels such as YouTube, Twitch, TikTok, OTT and/or podcast. Per Kantar data, McDonald's also invests in OOH, radio, print and local broadcast.

Agency & martech readers - Get in touch soon to see what, if any, work is available right now. To the best of my knowledge, no agency reviews have yet followed the company's hire of chief marketing and digital customer experience officer Tariq Hassan Lopez Negrete Communications.