We are Unlimited, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(312) 552-6400|
We are Unlimited, Inc. Contacts
|Linda P.||Chief Financial Officer||IL|
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|Jon E.||Chief Production Officer||IL|
|Toygar B.||Chief Creative Officer||IL|
|Mark M.||Chief Executive Officer||IL|
|James L.||Chief Strategy Officer||IL|
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Score 81 - Account in Jeopardy: McDonald's CMO out amid management shakeup
Update (4/7): Shortly after announcing the addition of a VP of media and CRM (more below), released the Kraken on its executive team. Executives recently relieved of their duties include US CMO Deborah Wahl, digital VP Julia Vander Ploeg and menu strategy VP Lance Richards.
Morgan Flatley will replace Wahl as US CMO. Flatley most recently served as CMO for PepsiCo brands Gatorade and Propel. Hopefully, she has an "in" with The Lord of the Dance to spice up marketing efforts. Maybe he can replace that creepy new happy meal atrocity (see above)?
So what do you need to take away from this overhaul? Well, number one: McDonald's struggles are unabated and, in fact, the chain admitted last month that it has lost 500 million US customer purchases since 2012. With younger (millennial and gen-Z) consumers looking to better burger concepts for their burgers fixes, McDonald's as not been able to keep up. This doesn't fall squarely on the marketer's shoulders, as menu innovation has also been slow at the QSR; however, the chain's inability to connect with consumers is likely a factor in the shakeup.
Enter a new CMO. According to a press release, Flatley "will further influence the creative and bold approach of McDonald's new agency We Are Unlimited" (more Vulnerable Account Index.
Digital innovation has been similarly slow, but McDonald's does intend to have mobile order and pay up and running at all US locations by the end of 2017. There's no word yet on who will replace Vander Ploeg, but we will keep you posted as we learn more. Digital agencies should keep an eye on the account, as well, since a new CMO + digital lead could result in a digital review (creative and media) within the next year.
Read a little more about McDonald's marketing below. Sellers, this is pretty straightforward for you - McDonald's is a massive spender, so keep going after ad dollars in multiple channels.
Below was originally published on 3/28:
reportedly been hired to assist the hamburger giant with expanding its digital marketing efforts. Mickey D's global CMO Silvia Lagnado said he "will play a critical role in ensuring we apply rigor and discipline in the way we maximize the return on out substantive marketing investment."
These increased digital efforts are part of McDonald's two-year turnaround efforts, prompted by declining sales. Recently the QSR announced it would add mobile ordering and payments in its largest markets, which includes the US. It wil also enhance its loyalty program to "create further opportunities to segment and target our customers." On the company's investor day earlier in March, Lagnado mentioned that McDonald's is working "to make our return on marketing spend, work harder."
Sellers - McD's is a huge spender and runs ads all year, so those who can make McD's marketing work harder should reach out for revenue.Keep in mind, though, that the company has actually increased spend this year, so there should be even more revenue available throughout the year.
Agency readers - McD named OMD's status as media AOR, but media reviews often follow closely behind creative ones. This is especially true here, since the apple pie pusher is looking to improve ROI and has named a new global media head.
Experience: Rupczynksi most recently served a four-month stint as VP and head fo global media for Mondelez International. Prior to that, he was VP of media, data and CRM for Kraft Heinz for four years.
For full 2016, the QSR spent a whopping (pun almost not intended) $432.6 million on TV spots.
Digital Breakdown: According to Pathmatics, McD's has spent $13.3 million on digital display ads so far this year (933.3 million impressions) - up from $8.2 million for the same period 2016 (632.6 million impressions).
For full 2016, McD's spent $41.3 million on digital display ads (3.6 billion impressions). Ad types included desktop (64%), online video (31%) and mobile (5%), moist of which were placed site direct (89%).
Top 2016 ad destinations included youtube.com, espn.com, nfl.com, crackle.com, hulu.com and yahoo.com.
2111 McDonald's Dr.
One McDonald's Plaza
Oak Brook, IL 60523
Global Chief Marketing Officer