52 min listen
Franchising Creativity with McDonald's Global CCO @ DDB
Franchising Creativity with McDonald's Global CCO @ DDB
ratings:
Length:
29 minutes
Released:
Feb 16, 2023
Format:
Podcast episode
Description
“Technology is the great equalizer, but Poetry (the intangible benefits of creativity) is what really makes a difference.”McDonald's Global CCO @ DDB, Luis Miguel Messianu, named Legend Honoree by ADCOLOR and part of CMC’s Advertising Hall of Fame, is the one who oversees the creative output of the McDonald’s brand across all of its 46 markets. And, as part of his role, he’s now building a unique internal infrastructure for sharing creative ideas globally throughout the DDB network.In our conversation with Luis, he tells us about:What it means to manage creativity on a global scale and how to make it more efficient;Increasing the potential of local ideas – ”franchising creativity” as he likes to call it – and the importance of sharing, learning, and scaling;McDonald’s internal “candy store” – a platform full of pre-prepared, never-implemented ideas (and materials) for creatives worldwide to consider bringing to life in other, more suitable markets;Avoiding the “not invented here” syndrome;Ronald McDonald using the metaverse for good.“At the end of the day, it’s the human factor – it’s the poetry and the emotional connection – that works harder on behalf of the brand, and provides a benefit for the audience.” – Luis Miguel Messianu @ DDB Hosted on Acast. See acast.com/privacy for more information.
Released:
Feb 16, 2023
Format:
Podcast episode
Titles in the series (14)
Why Are Distinctive Brand Assets More Important in Mature Markets?: Prof. dr. Koen Pauwels, Distinguished Prof. of Marketing at Northeastern Univ., talks about how mature and emerging markets imply different levels of importance for brand assets; what and when to measure; and more. by Branding over Wine