McDonalds taps R/GA London to digitise marketing mission
McDonald’s has appointed R/GA London to its global roster of agencies in a bid to spur its understanding of how it can harness digital to reel in younger diners and combat dwindling sales.
The restaurant is yet to formally announce the hire despite awarding the agency just before Christmas, two separate sources have told The Drum. It is understood McDonald’s will look to mine the breadth of R/GA’s innovation, creativity and technology expertise in the hope of realising concepts that elevate the customer experience instead of just one-off campaigns, as the brand looks to redirect $100m in digital initiatives this year following cost savings in 2014.
R/GA London declined to comment when approached by The Drum, while McDonald’s was unable to provide a comment by the time this article was published.
R/GA London’s appointment supports McDonald's investments over the last 12 months that have seen several digital executives join alongside a flurry of social media and mobile firsts. McDonald’s marketing has taken its fair share of the blame for lacklustre sales over the last 18 months and chief executive Don Thompson has repeatedly championed digital’s role in making future efforts less cheaper and of better quality.
Much of the changes will prioritise how digital can elevate the dining experience, whether its through ecommerce to make it more convenient to order or through social media to improve transparency for example.
McDonald’s admitted last year that it had fallen behind competitors in the digital race and would spend at an accelerated rate over the next two years to build momentum. Ultimately, the company wants the investments to narrow the perception gap between itself and the fast-casual chains preferred by millennials through a digitised experience.