RAPP China signs as McDonald’s data-driven marketing agency

Phyllis Cheung, chief marketing officer of McDonald's China, said there is a lot of valuable information in the data that is collected from McDonald's delivery service.

"For example, the number of times consumers purchase, what they purchase and when they are doing it - that will help us understand consumer behaviours to develop specific campaigns that will enhance purchase," she said.

"We have a wealth of information at our fingertips and I believe RAPP is best placed to help us identify what information is valuable and how best to understand our consumers," she added, "Many of our customers are frequent users of McDonald's delivery service and we want to ensure our marketing activities are relevant."

RAPP's win comes as a result of a competitive pitch and builds on the agency's growing roster of data-driven and relationship marketing clients, which already include Adidas, Johnnie Walker, Intercontinental Hotel Group and Philips.

"Being chosen by McDonald's to handle their data-driven marketing has been a fantastic way to wrap up a phenomenal year in 2010 for RAPP China and to kick start the new year," said Ross Gearing, managing director of RAPP China.

McDonald's is also a client of Tribal DDB Shanghai. Dick van Motman, CEO and president of DDB Greater China Group, said the appointment demonstrates the power of specialist agencies working together in an integrated fashion within one group.