Alistair Macrow

Senior vice-president, chief marketing officer, UK & Northern European division

McDonald’s

It has been a busy year for Macrow, who found himself thrust into the media spotlight earlier this year and sitting on Sky’s Sunrise sofa discussing the launch of McDonald’s ‘Free Fruit Fridays’ for kids. Then there were the 40th-anniversary celebrations, which kicked off in August, a Cannes Lion for Creative Marketer of the Year, plus an increased focus on social-media activities, with the creation of the first crowdsourced burger. The brand has achieved its 33rd consecutive quarter of growth in the UK, as well as picking up awards for effectiveness – a solid performance all round.



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