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In an effort to combat eroding sales and market share across the globe, not to mention an image for poor quality food and service, McDonald's is making an effort to improve its marketing efforts.

USAToday reports that last week the company held a summit with 14 agencies from 10 countries, telling them that advertising in the future will be gauged not just on awareness but also on likability.
KC's View:
Likability? How about effectiveness? (We're not sure that in the ad game these two words are synonyms.)

Besides that, we'd urge the Mickey D folks to focus more on the food before they change the message.