McDonald’s increases spending with media, content and production partners owned by various owners
CHICAGO, May 20, 2021 / PRNewswire / – McDonald’s United States today announced bold new investments to better reflect its diverse customers, crew and communities in its marketing.
Over the next four years, the company and owners / operators will accelerate the allocation of advertising funds to various media companies, production houses and content creators. McDonald’s total investment in partners from various groups – including platforms owned by Black, Hispanic, Asian and Pacific American groups, women and LGBTQ – will more than double, from 4% to 10% of national ad spend between 2021 and 2024. Owned properties, in particular, will drop from 2% to 5% of national ad spend during this period.
In addition, McDonald’s will forge new multi-year partnerships with media companies owned by various corporations. This longer-term funding will help strengthen individual businesses, strengthen the broader marketing supply chain, and support inclusive and authentic storytelling between the McDonald’s brand and diverse customers.
“We have made serious commitments that are guided by our values, and with this latest initiative, we are taking steps to advance businesses owned by various companies throughout the marketing supply chain,” said Morgan flatley, Director of Marketing and Digital Customer Experience, McDonald’s United States. “We use our resources to support these platforms and businesses, which keep the brand central to the culture while building deeper relationships with our diverse customers, teams and employees. ”
“As a black female entrepreneur, I am proud to be a part of McDonald’s continued efforts to meet women and businesses from diverse groups where they are found by providing much-needed resources to do business in a growing market. constant evolution ”, declared Vicki Chancellor, President, McDonald’s United States Franchisee Marketing Commission. “It’s who we are as a leading brand doing our part to help underserved communities thrive. “
McDonald’s four-year plan includes commitments to:
- Increase national investments in diversified holdings by 4% at 10%. Spending with Black-owned media and production properties will increase 2% to 5%, and additional investment will follow with other diverse segments including Hispanic, Asian and Pacific American properties, women and LGBTQ .
- Forge multi-year partnerships with various media and production companies, content creators and influencers support their businesses for sustainable and long-term growth; strengthen the marketing supply chain; enable deeper and more inclusive storytelling; and fostering channels of cultural connectivity.
- Form an advisory board external marketing and advertising experts dedicated to identifying the greatest obstacles to economic opportunities facing various partners and putting collective resources behind new programs and initiatives to remove them. The group’s goal will be to drive change and have an impact on the entire industry.
This plan builds on the company’s long-standing relationships with various marketing and communications companies, including The Boden Agency, Lopez Negrete, IW Group and Burrell Communications Group, a full-service agency and McDonald’s partner for 50 years. It also follows the inaugural McDonald’s Media Partner Summit in november 2020, which brought together media companies from various corporations to identify mutually beneficial partnership opportunities that align with McDonald’s overall marketing strategy and goals. This summit will be held annually to create and strengthen ties with new and existing partners in various segments.
In addition to its marketing partners, McDonald’s has a long history of purchasing goods and services from other companies and suppliers who represent the various communities it serves. New commitments to reduce barriers and increase expenses with various vendors were shared across the larger corporate framework. Global aspiration for diversity, equity and inclusion announced last July.
About McDonald’s United States
Mcdonalds United States, LLC, serves a variety of menu options made with quality ingredients to nearly 25 million customers every day. Ninety-five percent of McDonald’s 14,000 US restaurants are independently owned and operated by business people. For more information visit www.mcdonalds.com, or follow us on Twitter @McDonalds and Facebook www.facebook.com/mcdonalds.
SOURCE McDonald’s United States