Antony Young, CEO of Publicis Groupe's Optimedia U.S., analyzes the success of McDonald's and Dunkin' Donuts' efforts last year to steal premium coffee market share from Starbucks. He praises the Dunkin' campaign's creativity but rates as more effective McDonald's overall strategy. "I felt that McDonald's -- a long time national TV advertiser -- showed a lot of nimbleness in thinking and acting local," he writes.

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