How McDonald's puts a local face on global marketing

10/3/2013 | Advertising Age (tiered subscription model)

McDonald's is a global company with decentralized marketing programs that allow for smaller, grassroots efforts when it comes to social and digital, says Global Director of Digital and Social Media Sosti Ropaitis. "You can run the risk of sounding very corporate, very rigid, not as human. Any time we have a little bit more of a human tone, or expose that fun nature of the brand, people connect with that."

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