to achieve in terms of scale?” Through
asking the right questions, OMD
combines an awareness of the client’s
target audience and desired business
outcomes with its own deep, market-
specific understanding of customers.
“We put ourselves in the shoes of the
consumer and understand who the
core target audience is. We try to
understand the consumer from a
demography and psychography
perspective. We then look at, based
on the client’s ambitions, what change
in behaviour they need from the
consumer for them to want to consume
the product, or change from a competi-
tor’s product. That’s our cross section
where we talk about ideation: what are
the different things we can do to make
the change possible? How can we
drive efficiency in what we’re doing?”
For McDonald’s, the challenge is
to adapt to the local market and thrive
in an omnichannel arena – fulfilling both
online and offline orders from the same
kitchen. “At some point, demand will
exceed capability to match it with supply,”
says Chhaya. OMD has developed a
technology-driven platform which
analyses kitchen capacity and usesAUGUST 2019LEARN MOREPremium Programmatic.
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