During his participation in the event “Six & Six”, promoted by the Digital Newspaper The Newsformer McDonald’s Brazil, João Branco, who is now a teacher and speaker, has brought a direct provocation to the advertising market: “Marketing that looks like marketing is told.”
With 25 years of experience as an executive, he shared learning from his career and defended a new people -centered approach, not ads.
Branco, who acted as a “market” for 25 years, reported behind the scenes of remarkable moments in the McDonald’s strategy, where he worked from 2014 to 2022, such as the “Méqui” campaign.
According to him, the cultural turn was only possible because there was a profound understanding of consumer behavior: “The mad campaign was designed in our client, what he liked, not in competition.”
Branco cited market difficulties – from stores to product innovation – but highlighted the intensification of competition, especially the dispute with Burger King, as one of the biggest challenges. “Imagine having a competitor who says he has a bigger, better and even grilled snack like barbecue?” He joked.
He also commented on the launch of the Signature line, created in response to the wave of handcrafted burgers in Brazil. Despite the high sales, it recognized flaws: “The names were complex, people had difficulty recording or even asking.” The learning? Campaigns work better when they start from people and not just the market reaction.
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Looking at the future of marketing, João Branco was emphatic: “The new generation wants fewer campaigns and more conversation, wants less marketing and more care that cares, to serve.” Therefore, your advice is to put the customer at the center of concerns. “Meet your competitor, but get to know your customer even more.”
White departure from corporate marketing
In an interview with InfomoneyBranco explained that he decided to migrate to education to contribute to the development of other people after discovering that teaching was one of his skills.
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He also said that he has just left Cimed’s Administrative Board after just under a year, but continues to compose the V4 Company marketing company’s advice and other companies, helping to define price, strategies, expansion and understanding the value offered to customers.
