CHICAGO, May 20, 2021 /PRNewswire/ -- McDonald's
USA today announced bold new
investments to further reflect its diverse customers, crew members
and communities in its marketing.
Over the next four years, the company and Owner/Operators are
accelerating the allocation of advertising dollars to diverse-owned
media companies, production houses and content creators. McDonald's
total investment in diverse-owned partners – including
Black, Hispanic, Asian Pacific American, Women and LGBTQ-owned
platforms – will more than double, moving from 4% to 10% of
national advertising spend between 2021 and 2024. Spend with
Black-owned properties, specifically, will increase from 2% to 5%
of national advertising spend over this time period.
Additionally, McDonald's will forge new multi-year partnerships
with diverse-owned media companies. This longer-term funding will
help bolster individual businesses, strengthen the broader
marketing supply chain, and support inclusive, authentic
storytelling between McDonald's brand and diverse customers.
"We've been making serious commitments that are guided by our
values, and with this latest move, we're taking action to
advance diverse-owned companies across the marketing supply chain,"
said Morgan Flatley, Chief Marketing
and Digital Customer Experience Officer, McDonald's USA. "We're using our resources to support
these platforms and businesses, which keep the brand at
the center of culture while creating deeper relationships with our
diverse customers, crew and employees."
"As a Black female entrepreneur, I am proud to be a part of
McDonald's continued effort to meet Women and diverse-owned
businesses where they are by providing much-needed resources to do
business in an ever-evolving marketplace," said Vicki Chancellor, Chair, McDonald's USA Franchisee Marketing Committee. "It's who
we are as a leading brand that is doing our part to help
underserved communities thrive."
McDonald's four-year plan includes commitments to:
- Increase national investments in diverse-owned companies
from 4% to 10%. Spend with Black-owned media and
production properties will increase from 2% to 5%, and
additional investments will follow with other diverse segments
including Hispanic, Asian Pacific American, Women and LGBTQ-owned
properties.
- Forge multi-year partnerships with diverse-owned media and
production companies, content-creators and influencers to
support their businesses for sustainable, long-term growth;
strengthen the marketing supply chain; enable deeper, more
inclusive storytelling; and foster conduits for cultural
connectivity.
- Form an advisory board of external marketing and
advertising subject matter experts dedicated to
identifying the biggest barriers to economic opportunity facing
diverse partners and putting collective resources behind new
programs and initiatives to eliminate them. The group's focus will
be to drive change and impact across the industry.
This plan builds upon the company's longstanding relationships
with diverse-owned marketing and communications companies including
The Boden Agency, Lopez Negrete, IW
Group and Burrell Communications Group, a full-service agency and
McDonald's partner of 50 years. It also follows the inaugural Media
Partner Summit that McDonald's hosted in November 2020, which convened diverse-owned media
companies to identify mutually beneficial partnership opportunities
that align with McDonald's overall marketing strategy and goals.
This Summit will be held annually to create and strengthen
connections with both new and existing partners across diverse
segments.
In addition to marketing partners, McDonald's has a long history
of purchasing goods and services from other businesses and
suppliers that represent the diverse communities it
serves. New commitments to reduce barriers and increase spend
with diverse suppliers were shared in the company's
broader Global Diversity, Equity and Inclusion
aspiration announced last July.
About McDonald's USA
McDonald's USA, LLC, serves a variety of menu options
made with quality ingredients to nearly 25 million customers every
day. Ninety-five percent of McDonald's 14,000 U.S. restaurants are
independently owned and operated by businessmen and women. For more
information, visit www.mcdonalds.com, or follow us on Twitter
@McDonalds and Facebook www.facebook.com/mcdonalds.
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SOURCE McDonald's USA