McDonald's marketing chief on staying ahead of customers, Brands should not overlook Muslim consumers

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Campaign Sunday Supplement September 18, 2016

In-depth reads from across Campaign, covering brands, agencies and media Alistair Macrow brings good times to McDonald's Simon Gwynn McDonald's marketing chief talks about staying half-a-step ahead of customers. Ogilvy & Mather veteran John Seifert takes charge amid refocus on heritage Kate Magee John Seifert talks to Kate Magee about the future of the Ogilvy name and what it stands for in today's ad industry. Rise of the fuck off fund Claire Beale Generation Z will demand that their work is an opportunity for self-discovery and self-development. Why brands should not overlook the Muslim consumer Shelina Janmohamed Shelina Janmohamed, the vice president of Ogilvy Noor and the author of Generation M, explains why brands should not overlook the 1.6 billion Muslim consumers worldwide. Should other brands follow McDonald's 'zero margin' deal? Gurjit Degun Agency pay is often tied to performance but McDonald's has gone for a radical option. A view from Dave Trott: Going off half-cocked Dave Trott In Texas recently, several people were shot at universities. How Unilever and Lucky Generals made Pot Noodle the choice for go-getters In the run-up to the New Thinking Awards, in partnership with Sky Media, Campaign will be publishing case studies from a selection of the categories. First up is the Big Idea, over the coming weeks we will publish all the shortlisted entries in this category. Why it's crucial for agencies to establish unique cultures Trefor Thomas, Lida Every agency must establish its own unique culture and identity -- it helps to keep our industry vibrant. Promoted Viewable? Yes. Engaging? No. Why we must change our metrics Steve Doyle, InSkin Media We need to stop relying on flawed metrics and build knowledge bridges to understand advertising effectiveness. Steve Doyle, CCO of InSkin Media tells why... Campaign Jobs Group Account Director Up to £65,000 Dahling Ltd, London (Central), London (Greater) Marketing Manager £35,803 – £40,864 Kew Royal Botanic Gardens, Kew, Richmond Account Handlers - All Levels!! Competitive Salary KHWS, London (Greater) Director of Insight £65000.00 per annum + private health, bonus, pension Stonor, Buckinghamshire Account Director - Global Design & Innovation Consultancy £48,000-£55,000 + benefits Ann Sharman Recruitment, Account Director - Global Brand and Innovation Consultancy Creative Artworker up to £28,000 per annum + 27 days holiday + benefits + free parking Unum, Dorking, Surrey Advertising Director - Haymarket Medical Dependent on Experience Haymarket Media Group, Twickenham, London (Greater) Senior Brand Strategy Manager c. £60,000 to £65,000 per annum + £6k car allowance + 27 days holiday + benefits Unum, Dorking Digital Content & Engagement Manager - L'Oreal Professional Products Division Competitive L'Oreal UK, London - Hammersmith Account/Talent Manager £24/28,000 pa dependent on experience Kruger Cowne, London (Central), London (Greater)

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