The WARC Podcast Cannes Day 2: Brand-building is so back
Jun 17, 2025
JJ Healan is the VP of U.S. Marketing at McDonald's, where he focuses on consumer connections, while Rich Frankel serves as the Global Creative Director at Spotify Advertising, infusing creativity into B2B marketing. They discuss navigating the fragmented media landscape, emphasizing innovative strategies that blend physical and digital experiences. Healan shares how McDonald's engages Gen Z through gaming collaborations, while Frankel highlights the importance of personalized creative campaigns in B2B spaces, advocating for emotional connections to drive impact.
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Embracing Media Fragmentation
- McDonald's embraces media fragmentation as an opportunity for layered brand presence.
- They use "fan truths" to customize brand messaging across multiple channels effectively.
Contextual Targeting Boosts ROI
- Targeting the right context next to things consumers love yields 20%-150% better ROI.
- Synergy from consistent branding across multiple channels boosts ROI by up to 70%.
Build Adaptable Platform Ideas
- Build brand strategies around a core, adaptable idea rooted in fan insights.
- Use platform ideas to enable varied executions across multiple touchpoints for freshness and engagement.