AAF Western Region, Mark Carlson Presentation

Mark Carlson, the Senior Creative Director, US Marketing, for McDonalds Corporation presented at the AAF Western Region Saturday luncheon program. Mark’s presentation was titled “Marketing a global brand on a local level”. He started with some history of McDonalds.  Did you know that Ray Kroc was 55 years old when he started McDonalds?

Mark showed pictures of McDonalds logos over the years and McDonald’s very first commercial. Surprisingly, Williard Scott was the first actor behind Ronald McDonald. He pointed out that McDonald’s advertising is great because of the elements of fun, funny, clever, exciting, poignant, surprising, etc…

McDonalds new marketing strategy

In the 21st century, McDonalds incorporated a new business model. They needed to improve their operations and update their marketing strategy. On the operational side, stores are being redesigned to have a “fast casual” feel, like Panera Bread. Marketing wise, their commercials are up to date with alternative sports and include starts like Tony Hawk.

Mark Carlson’s major responsibility at McDonalds is to make sure that his brand has consistency through the different advertising tactics.  McDonald’s has 75 pr firms, 60 ad agencies and 70 vendors and suppliers. He showed some examples of commercials that were axed because they didn’t hold up to their quality control standards. One example video had excessive calls to action. He pointed out that national headquarters is in charge of brand and local does retail. To help the retail operations, McDonalds provides branding guidelines.

McDonalds and controversy

McDonalds has numerous controversial issues that they have to deal with. These include nutrition, obesity, brand appropriateness, and celebrities gone wild (Kobe Bryant, Justin Timberlake, etc.) To cut through the gray area, McDonalds has a “Golden Arches Code” book that provides guidelines for the brand. It’s 120+ pages!

Since McDonalds are so big, they are behind the times in interactive media. McDonalds media buys are 75% on prime time television. DDB Tribal is their interactive agency.

As far as the AAF presentations, Mark Carlson put on the best show. He was an engaging speaker, had excellent visuals, and gave gifts!