LIFETIME OF ACHIEVEMENT

Asked by McKinsey how he felt he has improved the company ’ s marketing Kempczinski answered that the single most important thing he has to do as CEO is “ ensure that our brand continues to be relevant ”. He added : ” I feel like we ’ d gotten a little complacent , that we were stuck in a traditional mode , where we were more just broadcasting , as opposed to really engaging our customers in areas that they ’ re passionate about .

“ As a brand , you want people to discover you . Pop culture ’ s a great way to do that ; our campaigns featuring rapper Travis Scott and singer J Balvin have paid off in a big way .

“ We also need to be operating in the social-media space much more dynamically . When I started my career , 30 years ago , marketing was typically built around a campaign that you ’ d run for a full year , and then review again in a year .

“ But now we ’ re in an always-on marketing environment , driven largely by social media . We ’ re putting ideas out there and getting consumer feedback all the time – we ’ re in constant iteration mode .”

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