Advertiser Segment: Moroch / McDonald’s

fiercely independent created and built to service McDonald’s Co-ops notes: 2

McDonald’s Co-op Set-up MSA DMA

we’re built differently MOROCH 4

WE CREATE BRAND EXPERIENCES THAT HAVE AN IMMEDIATE, DEMONSTRABLE AND ENDURING IMPACT ON YOUR BUSINESS MOROCH 5

WE ARE RULED BY CONSUMERS WE PARTNER WITH BRANDS MOROCH 6

Consumers are… Driving without a spare Not out of the recession Ethnically diverse… So authenticity and relevance are paramount in talking to “her” and young adults Consuming more media in more places/ways 2012 is about …

tastevarietyvalue fresh/healthyshareable portionscustomer experience MOROCH McDonald’s meets the needs of their lifestyles 8

2012 Priorities McDonald’s Makes My Mornings Beverages Anytime Lunch Everyone

Multi-media approach 85% 71% GRPs

Power Brand 60%- 65% Weekly Reach Dominate 85%- 90% Weekly Reach Power Breakfast 60-65% Weekly Reach Local Communication Goals

Media Platform Landscape in 2011

Daypart Usage of Emerging Media

2012 Media Mix Evolvement of TV / Radio GRPs Video consists of TV, Cable, Online Video, Cinema Audio consists of Terrestrial Radio and Internet Radio Digital consists of display, rich media, mobile, gaming

2012 Local Media Priorities Priority 1: Local Windows Priority 2: Local 52-Week Breakfast Support Priority 3: Local Support of National Windows (Radio) Priority 4: Local Rest of Day (Secondary Messages)

Print’s Role: Houston Example

Varieties of Print Used in Our Co-Ops Trial (Coupons) Direct Mail Inserts, coupon books, solo Local Newspaper Inserts, coupon books Unique Newspaper Opportunities (i.e. Spadea) Display and/or Trial College Newspapers Ethnic Newspapers / Magazines Parent Magazine

Houston Coop Coupon Book Coupon book dropped in March of 2010 in conjunction with the Houston Frappe Launch Objectives of the coupon book were 1.Drive Trial and awareness of Frappe 2.Rehit Dollar Menu at Breakfast Message 3.Sustain Angus Message 4.Support three Product Categories Beverages, Breakfast, and Core

1 st Objective to Drive Trial and Awareness of Frappe Various offers that encouraged trial of product

Houston Offers saw Redemption on “FREE 12 oz Frappé” was approximately 6%

During coupon promo period, Frappe “Units Sold” increased 4 week totals: Sold: 1,785 Promo: 875

2 nd Objective: Rehit Dollar Menu at Breakfast and drive Value

Coupons helped drive the business… Redemption for “FREE $1 Menu Item”: 1.8% Increase in AWU (Pre vs Post): +2.5% Redemption for “BOGO Breakfast Sandwich”: 1.4% Increase in AWU (Pre vs Post): +2.1%

3 rd Objective: Sustain Angus Message and Drive the Business…

3 rd Objective Results: Coupons helped drive the business Redemption for “FREE Small Fry (“no purchase necessary”) 1.8% Increase in AWU (Pre vs Post): +2.5%

Observations Not much focus on “how” the coupon was delivered Most important conversations were How it drove the business How it “sustained” key products that weren’t necessarily supported by broadcast/digital

Print Factors and Recommendation

Factors Influencing Print Historical Personality of Co-op, and specifically their philosophy on “discounting” Geography of Co-op Timing The ingrained beliefs of the media person National “Trial” Approaches vary between FSI, Supplemental Magazines, Digital Couponing and Store Generated offers Competition

Factors in Building a Recommendation Understanding the market as it relates to our brand Equitability of coverage Understanding the local challenges and calendar What are the goals? How does it fit with Mornings, Lunch, Beverage? Opportunities beyond being a mass marketer Key demographics Less about what we are doing and more about does Trial fit the overall objective

Questions

What is the consumer benefit?