How do you breathe new life into an iconic—but somewhat musty—brand? It’s one of the toughest tasks in marketing, yet McDonald’s global CMO Morgan Flatley and U.S. CMO Tariq Hassan have excelled at it without breaking a sweat. Just a few years ago, McDonald’s was a company that was well known, but not necessarily well loved, especially by Gen Zers. That has changed thanks to this dynamic marketing duo, who have reinvented the brand, and ushered in double-digit sales increases, by combining data and daring to not only find their customer—but keep them in the fold. In our April cover story, Flatley and Hassan open up about about their winning strategy, offering a rare peek inside the golden arches.

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