In this episode of Commerce Confidential - APAC Edition, hosted by VML's Aadit Bimbhet, we take a deep dive into the digital landscape of one of the world's most iconic brands with Denise Halagueña, Head of Digital Acceleration for McDonald’s Philippines.
Denise shares insights into the scale of McDonald's operations in the Philippines and the brand's journey through digital transformation. We explore how consumer behaviour shifts have influenced McDonald's investments in data, CRM, and loyalty programs. We also discuss the partnership between VML and McDonald’s, exploring the strategies and what it takes to stay at the forefront of digital innovation.
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