Transforming McDonald’s Marketing Operations and Digital Asset Management
Stakeholder: Marketing Director
The Challenge
Evaluate and analyse how to transform McDonald’s Marketing Operations function, through effective asset management. McDonald’s were looking for recommendations to deliver greater efficiency, transparency, significant cost savings and best practice relating to asset storage, management, usage and re-purposing. Ultimately enabling McDonald’s to source and implement the right asset management solution, ensuring greater adoption, usage and control of their marketing assets across all campaigns.
Why TKM
We were selected to lead the consulting engagement due to our depth of knowledge within the Digital Asset Management (DAM) sector, an understanding of the wider MarTech landscape (especially CMS, DXP and Campaign Automation tools) as well as many years of optimising campaign processes and marketing operations for regional and global brands.
What We Did
We ran workshops spanning the marketing (food and beverage, brand experience, media, digital), merchandising and agency network, to evaluate and analyse the existing DAM solutions, approvals workflow, task management, campaign management, organisational structures, digital skills and competency, culture and agency engagement.
What We Delivered
A series of practical recommendations with timelines and execution frameworks backed up with comprehensive observations and requirements. Our recommendations focused on:
- Optimising campaign workflows
- Centralising assets
- Delivering better brand consistency and an uplift brand equity
- Ensuring better agency engagement
- Delivering cost efficiencies with detailed ROI models
The Outcomes
- A 6 month transition plan, managed through a focused operational marketing DAM Manager, overseeing a DAM RFI to select, source and implement a fit for purpose DAM solution.
- Leaner workflows, ensuring more agility and better briefing between McDonald’s and their agency network.
- An immediate cost saving, through a greater re-purposing of assets, less photo shoots across all campaigns and more agency collaboration.