Matt Biespiel, Sr. Director, Global Brand Development, McDonald’s.
In Cannes 2014, McDonald’s was named Creative Marketer of the Year after winning 77 Lions across categories from around world since 1979. Matt Biespel, naming this “one of the most exciting days” in his advertising career, took this moment to throw down the gauntlet and ask of himself and his team to demonstrate that this was a well-deserved honor.
Biespel attributes the power of ideas coming from powerful chemistry between people— ultimately fueling great advertising. His team began to look at their strategy less as ads and more as “gifts of joy.”
On March 24th, McDonald’s launched a campaign to deliver 24 gifts of joy, in 24 hours, in 24 cities around the world and used social media and PR to tie it all together. The campaign reached over 400 million people, spiraling into potential impressions of 4 billion people in just one day. Most importantly, it taught McDonald’s the power of being real-time, and proactively pushing content in a more modern and progressive way.
Acknowledging that changes being made on the digital front are on an exponential scale, Biespel hopes to keep finding fun, engaging and simple ideas that allow people to participate and share the McDonald’s brand.
Check out more in the video interview, brought to you by The ARF in Cannes Lions 2015.
Prior to McDonald’s, Matt Biespel held executive positions at Visa, the US Olympic Committee, Ogilvy & Mather and Young & Rubicom. He is a member of the international Conference Board’s Brand Council and chairman of the marketing committee for the DuPage Community Foundation in Illinois.
He spoke at the Cannes Lions Festival: Wake Up With The Economist: Meet and Mingle with the World’s Most Creative Marketers.