RAPP Worldwide | Agency Profile, Contacts, AOR, Client Relationships
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RAPP Worldwide Contacts
|Anne Marie S.||Global Chief, Client Operations||TX|
Sample of Related Brands
|Addison D.||Executive Vice President & Director, Global Operations & Client Support||TX|
|David A.||Executive Vice President, Business Development||TX|
|Greg B.||Vice President, Technology||TX|
|Mark M.||Vice President & Group Account Director||TX|
Gen Z Media Opps: McDonald's building new digital customer engagement team, names chief digital officer amid campaign launch (Score 50)
McDonald's is heading into the new year with modernization in mind; this month, it began creating a digital customer engagement team that well presumably be led by its first chief digital officer (CDO), Lucy Brady. Brady previously served as McDonald's's corporate strategy and business development SVP; she may still fill this role, since the announcement has yet to be official. The new digital customer team will oversee digital ordering, personalization, payments, loyalty and delivery, according to Marketing Dive.
McDonald's is also launching its first campaign from elevation to president of the US business; he first served as senior manager of strategic planning, remember? No wonder all these digital enhancements are coming into play.
The new drive-thru technology is supposed to finish rolling out in the US by the end of 2020, and it's already in 9.5k restaurants, per Restaurant Dive. Prior to this initiative, McDonald's was facing decreased foot-traffic due to its long lines; this tech helped cut drive-thru wait by 20 seconds. We should continue to see McDonald's digitalize and optimize its menu selections.
Digital display continued rising after the latest update on this burger empire, according to Adbeat; in the past month, McDonald's spent an estimated $18.6 million on this channel. McDonald's spent around $62.5 million from August 2019 to January 2020, and it only spent ~$8.3 million on this channel from January 2019 to July 2019. Nearly all of its ads were videos in the last 12 months, and most went through YouTube onto youtube.com ($59.3 million). YOY spend increased by ~25% from FY 2018 to FY 2019. About $4.4 million went toward site direct placements from January 2019 - 2020, publishing onto sites such as uproxx.com ($696.4k), yahoo.com, warpedspeed.com, telemundo.com (Hispanic skew) and nfl.com (male skew).
McDonald's spent approximately $581.7 million on national TV ads in FY 2019, according to iSpot. It tends to target sports-watchers through networks such as ESPN and Fox. It also targets parents and covers ages Gen Z through Gen X. In FY 2018, it spent approximately $628.6 million on this channel, which means dollars must have been reallocated toward this digital effort.
Sellers -- Offer digital display and TV space targeting parents and college students with a slightly male skew. According to Kantar, McDonalds cut its Spanish Language Network TV spending YOY, as well as its Hispanic newspaper investments. These increased digital optimization efforts might be taking from the marketing budget, but as I quoted last time, McDonald's sees marketing as "embedded in [its] DNA," per the Q3 earnings call. It still utilized every channel it could from Q1 to Q3 2019. Sellers near the digital drive-thrus that are already in place may have an upper hand in promoting this initiative, but all sellers should see these pop up over the next year in every region.
Agency readers -- If you specialize in digital transformation, you may want to get on CDO Brady's radar. The digital customer enhancement team may need your help as they optimize digital ordering and overall personalization. Digital integration, creative and analytics agencies might be able to work with current digital handler OMD began handling media in Q1 2019
President, McDonald's USA
Chief Data & Analytics Officer