education

IABC International Conference

The IABC International Conference is the leading international forum of its kind. More than 1,400 business communication professionals—decision makers in leading industries around the world—gather annually to learn the latest developments and best practices in communication and make connections that will advance their communication programs and careers.

Conference Session: AS.12

AS.12 / From hamburger hell to hamburger heaven: Leveraging employee engagement to drive brand change

Date: Wednesday, 25 June
Time: 8 - 9:15 a.m.
Track: Marketing & Brand

One of the world’s most well-known and valuable brands, McDonald’s, has more than 31,000 local restaurants that serve 50 million people in 119 countries every day. McDonald’s employs more than 1.6 million corporate and restaurant staff who are responsible for delivering the company’s brand promise.

Using McDonald’s as a case study, you’ll learn how to:

• Use internal branding to drive employee engagement and alignment in your own organization
• Make your employees strategic tools to deliver your brand promise and business goals
• Turn your employees into true Brand Ambassadors

Presenter / Richard P. Ellis, ABC, APR / Illinois, USA, is vice president, communication at McDonald’s USA, LLC, where he utilizes his twenty years of extensive communication expertise to lead communication and public affairs strategy for the organization. Previously, Ellis was president and chief executive officer of Weber Shandwick Worldwide (Canada) Inc.