{"id":232839,"date":"2025-12-30T11:57:24","date_gmt":"2025-12-30T10:57:24","guid":{"rendered":"https:\/\/ipmark.com\/?p=232839"},"modified":"2025-12-30T13:03:41","modified_gmt":"2025-12-30T12:03:41","slug":"publicis-groupe-nueva-agencia-de-crm-y-negocio-digital-de-mcdonalds-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=232839","title":{"rendered":"Publicis Groupe, nueva agencia de CRM y negocio digital de McDonald\u2019s Espa\u00f1a"},"content":{"rendered":"<p data-start=\"91\" data-end=\"524\">McDonald\u2019s Espa\u00f1a selecciona a <strong data-start=\"127\" data-end=\"146\">Publicis Groupe<\/strong> como su nueva agencia para la gesti\u00f3n de <strong data-start=\"188\" data-end=\"213\">CRM y negocio digital<\/strong>, tras un proceso de selecci\u00f3n que acaba de concluir. La adjudicaci\u00f3n se produce despu\u00e9s de un concurso convocado el pasado <strong data-start=\"337\" data-end=\"358\">mes de septiembre<\/strong> y coordinado por <strong data-start=\"376\" data-end=\"386\">Scopen.<\/strong><\/p>\n<p data-start=\"91\" data-end=\"524\">El objetivo era relevar a los actuales responsables de estas \u00e1reas, hasta ahora gestionadas por <strong data-start=\"487\" data-end=\"498\">Globant<\/strong> y <strong data-start=\"501\" data-end=\"523\">20OneC (\u00c1msterdam)<\/strong>. En el concurso participaron <strong data-start=\"554\" data-end=\"595\">Accenture Song, MRM y Publicis Groupe<\/strong>, invitadas por la marca dentro de un proceso que, seg\u00fan explica la compa\u00f1\u00eda, se desarroll\u00f3 bajo la metodolog\u00eda <strong data-start=\"707\" data-end=\"736\">SMS (Scopen Match Sprint)<\/strong>.<\/p>\n<p data-start=\"91\" data-end=\"524\">Este modelo plantea un trabajo colaborativo en vivo en el que las agencias afrontan un reto y trabajan su resoluci\u00f3n en tiempo real junto al equipo del anunciante. <strong>\u201cEste enfoque permiti\u00f3 evaluar no solo las capacidades t\u00e9cnicas y estrat\u00e9gicas de las agencias<\/strong>, sino tambi\u00e9n la din\u00e1mica de trabajo, el talento de los equipos y su encaje cultural con la organizaci\u00f3n y con los equipos de la marca\u201d, detallan desde <strong>McDonald\u2019s.<\/strong><\/p>\n<p data-start=\"1162\" data-end=\"1403\">La elecci\u00f3n de Publicis Groupe se ha sustentado en sus capacidades en <strong data-start=\"1232\" data-end=\"1254\">datos y tecnolog\u00eda<\/strong>, as\u00ed como en su modelo <strong data-start=\"1278\" data-end=\"1294\">Power of One<\/strong>, que integra distintos talentos y disciplinas para ofrecer soluciones coordinadas bajo un enfoque unificado.<\/p>\n<p data-start=\"1405\" data-end=\"1698\">\u00c1lvaro de Miguel, <strong data-start=\"1423\" data-end=\"1471\">Chief Marketing Officer de McDonald\u2019s Espa\u00f1a<\/strong>, ha se\u00f1alado: \u201cConfiamos en que Publicis Groupe se sume al magn\u00edfico equipo de agencias con el que trabajamos, para seguir impulsando mejores resultados de negocio y una mejora continua de la experiencia de nuestros clientes\u201d.<\/p>\n<p data-start=\"1700\" data-end=\"1924\">Con este movimiento, McDonald\u2019s refuerza su apuesta por un enfoque integrado del <strong data-start=\"1781\" data-end=\"1788\">CRM<\/strong> y la <strong data-start=\"1794\" data-end=\"1816\">estrategia digital<\/strong>, \u00e1reas clave para la personalizaci\u00f3n, la relaci\u00f3n con sus clientes y el crecimiento sostenible del negocio.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El objetivo era relevar a los actuales responsables de estas \u00e1reas, hasta ahora gestionadas por Globant y 20OneC (\u00c1msterdam).<\/p>\n","protected":false},"author":10966,"featured_media":115334,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2184],"class_list":["post-232839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-agencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicis, nueva agencia de CRM y negocio digital de McDonald\u2019s<\/title>\n<meta name=\"description\" content=\"El objetivo era 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