The Promotion Fix is an exclusive biweekly column for The Drum from Samuel Scott, a global keynote marketing speaker who is a former journalist, newspaper editor, and director of marketing and communications in the high-tech industry. Follow him @samueljscott.
On one hand, Burger King’s creative campaigns during the tenure of former CMO Fernando Machado received much acclaim, including top spot in the World Creative Rankings. On the other, some pundits dismissed the headline-making ads as mere stunts that did little to help the fast-food chain s bottom line. So, who was right? Columnist Samuel Scott investigates.
Burger King was number two, so Fernando Machado tried harder. But did the former chief marketing officer succeed? For this column, I compiled various sets of performance data and then interviewed Machado, who this week took up the marketing reins at Activision, for his thoughts.
Конкурент McDonald s Burger King виходить на український ринок
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В Україні запрацює мережа Burger King – конкурент McDonald s
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