Alastair Macrow

Les Binet, an expert in advertising effectiveness, and Alastair Macrow, former Global CMO and CEO of McDonald’s UK & Ireland, discuss the critical balance between efficiency and effectiveness. They reveal that budget matters significantly more than creative ROI. Alastair shares insights on transitioning from marketing to leadership, emphasizing the importance of using effectiveness language in boardrooms. They explore how smaller brands can compete through strategic regional campaigns, while also advocating for bravery in investing for long-term growth.