Word: mcdonald
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...taste (and didn't help their clients either), agencies plan to fill the 30-sec. spots, which cost about $2 million apiece, with safer, funnier fare. "Anything that refers to Sept. 11 is dangerous," says Robert Scarpelli, chief creative officer at DDB Chicago, whose clients include Anheuser-Busch and McDonald's. "When people think you're using patriotism to sell products, they'll turn you off in a second." In focus groups of consumers conducted by marketers last fall, carmakers drew criticism for draping their 0%-financing deals in the American flag--General Motors entreated car buyers to "Keep America...
...She’s had a long-term commitment to public service throughout her stay here,” said Paul A. McDonald, PBHA’s executive director...
...Saudi intifada promotion nor Egypt's choice of pop star had head office approval, and the Abdel Rahim campaign was quickly dropped following protests by the American Jewish Committee. Still, they appeared to have been sound local business decisions in consumer markets where anti-U.S. anger had threatened McDonald's revenues. Mohammed Emam, marketing coordinator of the Saudi company that owns the local franchise told a Saudi newspaper, "We want to prove to people that even though McDonald's is an American franchise, it cares about the plight of the Palestinians...
...Indigenizing" McDonald's has been a major component of adapting the brand to its global role - more of the company's earnings today come from abroad than from its U.S. outlets. As former McDonald's President James Cantalupo had said in 1991, the company's strategy was to make itself "as much part of the local culture as possible...
...protestors that take McDonald's to symbolize all that America stands for; the company's own marketers work to identify the brand with the tastes and cultural preferences of the target population. In France, that has meant deploying "ugly American" caricatures in its ads and substituting Asterix for Ronald McDonald. The general idea is to make the famously malcontented French youth (in their Levis and Nikes) feel comfortable stopping in for a Big Mac on their way home from an anti-American demonstration...