McDonald's Steve Easterbrook: We believe in localised marketing structures

At its heart, the Cannes Lions remains a marketing festival, although the awards and celebrity heavy seminars may get most of the spotlight. This year, the most talked-about marketer was McDonalds, who also received the creative marketer of the year accolade. Storyboard’s Pavni Mittal met Steve Easterbrook, senior EVP and chief brand officer at McDonald’s, to gauge the challenges the fast food giant faces, and how that’s affecting the marketing function.