MERCADEO Versión en español
Marlena Peleo-Lazar from McDonald´s: Creativity is the heart of our brand
22 de junio de 2014
Peleo-Lazar: No se trata de cuánto gastes en algo, se trata de la idea
Marlena Peleo-Lazar, VP and CCO of McDonald´s, shared exclusively with PRODU her impressions after being honored at Cannes as the Creative Brand of the Year.”This recognition is a great honor and getting to this point has been a great ride. Creativity is the heart of our brand, and not just because we have had a legendary advertising during this time, but because the entire company believes in creativity.”Peleo-Lazar said that the Cannes Festival has a very special meaning for the fast food chain “For us, the Festival is very special, mainly because we launched our global campaign here 12 years ago, which reached 119 countries, and we are honored to have been recognized by the industry, and we also hope to be an inspiration to other brands,” she added.For many, Cannes Lions was created only for the advertising industry, that is why very little brand presence is seen. Peleo-Lazar commented on her long experience attending the Festival of Creativity. “Cannes is a very important and significant festival for a brand, and sometimes we underestimate our presence here. When I started coming, I just met idea men, and anyway I felt part of them, but now it is also important to know what other brands are doing, even if they are or not within our category,” she said.Demystifying the unlimited budgets of the big brands, the executive said: “It is not about how much you spend on something, it is about the idea. I have seen many simple and elegant ideas that have not cost much and it is very important that people understand that creativity is not only the commercials you make, creativity is often ideas,” she concluded.
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