Jervoe told delegates at the Economist's Eight Annual Marketing Director's Summit this morning that traditional marketing 'isn't working' and that brand owners need to move toward a 'consumer-driven' advertising model.
However, Jervoe admitted that there are significant risks associated with moving from a 'push' to a 'pull' advertising model, and most of his colleagues in the McDonald's marketing department don't even know that YouTube exists.
'Achieving brand advocacy is the biggest challenge facing marketers,' said Jervoe. 'The ultimate goal is getting consumers to trust your brand and talk about it without you asking them to.'
McDonald's is currently building its first UK digital agency roster as part of an overhaul of its marketing strategy. The fast-food giant is searching for agencies to handle digital strategy, website development and online advertising.
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