McDonald's eyes true alliance with payment review

The restaurant plans to introduce a fee-based payment by results package next year in Singapore, Thailand, the Philippines, Indonesia and Malaysia as part of a review of agency relationships. "We're driving for true partnership in planning, execution and results for all our agencies, and performance-based fees," commented Leila Hernandez, senior director, Southeast Asia marketing for McDonald's Asia-Pacific Development Company. Details of the payment structures were being negotiated as Media went to press. Compensation specialist R3 Asia-Pacific has been retained to help forge the new working relationships. "Southeast Asia looks set to be a global pioneer in the McDonald's system in terms of its marketing approach, for the first time looking at shared learnings and quality throughout the calendar," commented R3 principal, Goh Shu Fen.