McDonald’s CFO: Marketing has gone from ‘black box’ to important driver of business growth
Thanks to the education done by McDonald’s global CMO Morgan Flatley, marketing is no longer seen as a “nebulous” part of the organisation, but a key driver of growth, according to McDonald’s CFO Ian Borden.
McDonald’s finance boss has asserted that marketing is critical to driving business growth.
Talking at the Cannes Lions Festival of Creativity this morning (17 June), Ian Borden said: “We spend a lot of money on marketing, and it’s one of the most important investments we make as a business to drive growth.”
This hasn’t always been the case, though. Until a few years ago marketing was viewed as “a black box” and a “nebulous part of the organisation”, he said.
But much work has been done by global CMO Morgan Flatley and her team to educate McDonald’s business leaders on the tools and data used to measure the effectiveness of marketing, while also increasing alignment between different marketing teams to ensure the metrics used across the business to measure results are consistent.
