Alistair Macrow McDonald's

Alistair Macrow

McDonald’s

Senior vice-president; chief marketing officer

According to Macrow, a step change has occurred in McDonald’s marketing during the past year. This has involved plotting out a vision whereby the fast-food chain continues to use its scale, but in a much more agile way. Core to this is content, with the brand creating a YouTube channel for young people – Channel Us – and engaging in a much more personal way, such as a Jessie J gig on a London bus. "We are, for the first time, engaging audiences on their chosen channels and on their own terms," says Macrow.