MacArthur, Kate; Halliday, Jean
June 2000
Advertising Age;6/19/2000, Vol. 71 Issue 26, p28
Trade Publication
Reports on a project by McDonald's Corp. which attempts to standardize its creative work around the world using an Internet database. Idea that countries anywhere in the world can shoot a commercial with existing footage which is sanctioned by McDonald's, thus maintaining consistency of footage and lowering advertising costs; Establishment of a digital commercial archive; Details of the database, produced by Optimus.


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