McDonald's needs to serve employee communications.(Viewpoint)

Advertising Age, September, 2003 by Bloom, Jonah

Byline: Jonah Bloom

As the burger burghers of McDonald's assemble in Munich to unveil the details of their new global marketing push, they'd do well to consider that what they tell the world's consumers won't make a jot of difference if they don't do and say the right things to their own staff.

It was no use trying to convince us that McDonald's wanted us to smile when the crew that served us made us feel as welcome as smokers at an asthmatics retreat. Likewise, convincing the patrons that they or the McDonald's staff are "lovin' it'' (can this really be the best tagline the McAgencies could come up with?) is going to require employees to look and feel more engaged than they do now.

Employee communications is still the most under-utilized of...

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