items of content, as estimated by the company. It's active in all the usual media (broadcast, print, etc.) and across the range of social media (FB, Twitter, Snapchat, Pinterest, etc).
McD's chief marketing officer observes: "Defining marketing by these channel-based labels is actually absurd in today's world." Having a consistent voice and message is challenging but critical in this marketing environment.
So is speed, which is why McDonald's has cut the number of meetings with its agencies and streamlined the process to, well, bring content to market faster. In the words of another McD's exec, "it’s no longer the big that eat the small, it is the fast that eat the slow."
Above, an example of how McDonald's Canada is using online content to support the launch of a new McWrap product. If you want to watch the video, be prepared for four hours of food preparation, a bit like watching a McWrap food channel. Actually, the video includes images captured for other content (such as commercials) and it became newsworthy because of its unusual length.