With MAD//Fest three months out, here’s a taste of the thinking coming your way in July. Last July, Ben Fox, Chief Marketing Officer for McDonald’s UK, and Josh Bullmore, Chief Strategy Officer at Publicis Groupe UK, unpacked how the brand keeps evolving and what it takes to build a legacy that lasts.

McDonald’s has become one of the most recognizable brands on the planet and its enduring strength lies in more than just golden arches.

What sets McDonald’s apart is its ability to evolve fast. Whether it’s navigating waves of new competition, responding to ever-changing consumer habits, or adapting during global disruptions like Covid, the brand doesn’t just react, it reinvents. By pairing bold creativity with consistent innovation, McDonald’s continues to stay ahead of the curve and deeply connected to culture.

This is a story of strategic agility, creative bravery, and brand resilience at scale, proving that even a global giant can stay fresh, relevant, and yes, iconic.

Five key takeaways

  • Emotion beats function
    Growth came from shifting focus from price and promos to building love and trust.

  • Fix the experience, not just the ads
    Real transformation meant better food, spaces, and end-to-end customer experience.

  • Tone is a growth driver
    “Confidently humble” made the brand feel human and culturally in sync.

  • Disrupt or fall behind
    They stayed relevant by embracing delivery, digital, and new food moments.

  • Make marketing participatory
    Winning today means creating shareable, fan-led moments, not just broadcasting ads.

BOOK YOUR TICKET FOR MAD//FEST (7, 8 ,9 JULY) HERE