Hasta La Creative!

Google “McDonald’s” right now and what would you see?

“Guaranteed, you’re going to find some horrible stories about things that have happened at the restaurants over the last 48 hours,” said Jano Cabrera, the company’s senior VP of U.S. communications, global media and PR. Indeed, this is one headline that surfaced: “McDonald’s customer takes bat to drive-thru window after being denied biscuits and gravy.”

For each negative story “we have to decide as a team do we respond to that, or do we not,” Cabrera said Wednesday in an on-stage Q&A at the Ad Age Survival Summit. “If you’re a big player in any industry the expectations are higher. With that sometimes comes the pressure from executives to defend that brand no matter what’s happening,” Cabrera said. But when deciding to engage, it “comes down to the context.”

Continue reading at AdAge.com