“One of the world’s biggest ad agencies, Publicis Groupe SA, fully felt the disruptive power of advertising’s digital revolution when McDonald’s Corp., a huge client, put its account into play.
The fast-food chain wanted a marketing plan covering everything from social-network posts to food-tray liners, according to people involved with the account. McDonald’s thought Publicis’s Leo Burnett unit, its main advertising agency at the time, wasn’t adept enough at using data to quickly produce online ads and target minute slices of its customer base, these people say.
Publicis lost the McDonald’s contract to Omnicom Group Inc., which had worked with Facebook Inc. and Alphabet Inc.’s Google to assemble a team of creative talent and data experts.”
“Former Leo Burnett executive Tony Wallace, who has made videos for the P&G account, said eye-tracking technology and other forms of market research made “creatives a lot of times just roll their eyes. You have people sitting behind the glass window eating their baloney sandwiches telling you to make the logo bigger.””
Read more at: