The Strength of McDonald's Marketing Strategy: Embracing 'Stillness' for Brand Success

McDonalds’ ‘Traffic’ by Leo Burnett

McDonald’s stands out from competitors by keeping a sense of "stillness" in its strategy, according to Hannah Pain, the head of marketing.

Pain mentioned during a session with Kantar on April 23 that the company's strategy is characterized by a calm and grounded approach.

The key theme that emerged from the session was the importance of consistency on strategy. Deputy chief strategy officer at McDonald’s agency Leo Burnett, Tom Sussman, emphasized that the brand doesn’t "rest on its laurels." Despite tactics flexing or changing slightly, the strategy remains firm and true.

Sussman quoted BBH founder Sir Nigel Bogle, who described McDonald's way of working as "moving it on without moving it off". The team is focused on only doing things with the brand that they know will resonate with consumers and drive growth.

It should come as no surprise that our marketing strategy is closely tied to our business strategy.

Hannah Pain, McDonald’s

“The team is highly invested in the brand. We never do things for our own satisfaction or because it’s something that we think would be fun for us,” he said.

Pain noted that McDonald's is a huge brand that invests a lot in marketing but also takes calculated risks when needed. He mentioned the 'Raise Your Arches' campaign as an example, which surprisingly did not include any burgers. It is crucial for the company to make thoughtful decisions about its actions.

It's easy to get distracted by new audiences, initiatives, or innovations, she pointed out.

However, staying true to what will truly drive growth in line with our business strategy helps us stay focused on prioritizing effectively.

McDonald’s head of consumer insights, Fainareti Schortsaniti, believes in the importance of market orientation and consumer insights to leverage the brand's strengths.

She expressed, “We are always eager to learn about market trends, understand our customers, and identify key factors that drive our business forward.”

At Cannes Lions last year, Joan Colletta, McDonald’s senior director for marketing transformation, shared how the company has focused on making marketing a key driver for growth.

Colletta emphasized the importance of investing in brand-building work, stating that it has resulted in 1.5 times higher ROI in the short term compared to other types of marketing efforts. McDonald’s has a strong belief in the power of building a strong brand.

Pain emphasized today the business's strong belief in using marketing to drive growth. She mentioned that the marketing strategy is closely aligned with the overall business strategy.

Editor's P/S:

McDonald's approach to marketing, as outlined by Hannah Pain, is commendable for its focus on consistency and calculated risks. By maintaining a "stillness" in its strategy, the brand avoids chasing trends and instead prioritizes actions that resonate with consumers and drive growth. This disciplined approach is evident in the "Raise Your Arches" campaign, which defied expectations by omitting burgers but successfully connected with customers.

Furthermore, McDonald's emphasis on market orientation and consumer insights highlights the importance of understanding the target audience and leveraging their preferences to shape marketing initiatives. This customer-centric approach ensures that the brand's actions are aligned with the needs and desires of its consumers, ultimately contributing to its success and growth.