Marketing Week’s recent feature on ‘Why McDonald’s is using agencies and consultancies to drive digital innovation’, discusses how McDonald’s has appointed the following two global consultancies Capgemini and Publicis.Sapient to lead its digital transformation.

The article goes on to highlight how the decision to go with two partners instead of one means McDonald’s can make best use of both companies’ areas of expertise, and could possibly ignite a healthy sense of competition. Ebiquity’s Chief Strategy Officer, Nick Manning further emphasises this advantage;

Bringing in a customer-focused agency group like Publicis.Sapient plus a word class back-end provider like Capgemini is a very good combination. They can bring different things to the party; One looking from the demand point of view, the other from the supply.

To read the article in full on Marketing Week’s website, please click here.

First featured on 01/09/2017