Despite the recession, despite best-selling books and major movies dedicated to its downfall, McDonald’s is growing again. It bested the rest of the industry in 2009, with continued sales improvements and market share gains. Pierre Woreczek, SVP and Chief Brand & Strategy Officer for McDonald’s Europe, explains why it’s all down to a conversation.

You will find out:
How Pierre balances information and instinct on key decisions
Why transparency is vital for success, and proven strategies to promote this ‘new’ brand value
How cross-border marketing can make a world of difference

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