Dynamic Marketing Communiqué

Pop culture commercials? Witness how this “Marvel” achieved marketing success throughout her leadership journey. [Monday: Marketing Marvels]

February 25, 2024

“Hooray for today” 

“Pa-cheeseburger ka naman (Buy me a cheeseburger)!” 

“Better Together”

Did you know these TV commercials have ONE thing in common? 

Aside from being produced for McDonald’s Philippines, these ads were all created under the leadership of this woman. 

Her name?

Margot Torres!

Photo from: Adobo Magazine

Torres graduated from the Ateneo de Manila University in 1987 with a degree in Psychology. Fresh out of college, she entered the field of marketing and gained various experiences by working with BIG companies such as Unilever, Wyeth, Pocketbell, and Smart.

Currently, Torres is the Managing Director at McDonald’s Philippines, a role she was promoted to in 2018. She first joined the fast-food chain’s workforce in 2003 as the Vice President of Marketing and Communications, and in 2015, she became the company’s Executive Vice President and Deputy Managing Director. 

In her 20 years of ongoing service at McDonald’s, Torres has helped the company progress positively. In fact, McDonald’s Philippines President and CEO Kenneth Yang says Torres has significantly contributed to the brand and propelled top-line sales through her strategic focus on value, service, and convenience. 

Torres has also exhibited an innovative mindset in business, ushering in McDonald’s social media expansion and e-commerce service like the “McDelivery.” As a leader, she has spearheaded planning, advertising, media, promotions, research, public relations, and corporate communications for the company. These duties led her and her team to develop remarkable campaigns and TV advertisements such as those mentioned above. 

Torres’ Marketing Journey: Trophies, Triumphs, and Tactics

Throughout her journey as a marketer, Torres has received notable awards for her outstanding performance. These include the Agora Award for Excellence in Marketing Management by the Philippine Marketing Association in 2010 and the First Mansmith Market Masters Award for Mentorship by Mansmith Market Masters Awards in 2015. 

She has also taken leadership roles in marketing-oriented organizations, such as becoming the first Tambuli Chief Marketing Officer in 2011. Additionally, she was a two-time President of the Internet and Mobile Marketing Association of the Philippines and is currently a member of its Board of Trustees. 

It is clear that Torres values experience and learning, as evident in her remarkable performance and notable recognitions. There are two lessons she treasures the most in her marketing and leadership journey:

1.Creativity and collaboration always work hand in hand.

Torres believes a great marketer must know how to partner with the right creative and media agencies to ensure the production and delivery of high-quality outputs.

Additionally, conducting research and collaborating with the right people are keys to customer satisfaction and retention. Torres demonstrates this by ensuring McDonald’s consistently offers customers a complete experience, whether inside or outside the stores.

2. Being open to learning is timeless.

Another piece of advice that Torres wants her fellow marketers to remember is to always remain open to learning. According to her, even with decades of experience in the marketing field, she still continues to nurture her skills, ideas, and mindset.

Furthermore, Torres emphasized that maintaining a clear direction for one’s ideas and objectives should be a priority. In fact, staying committed to clear goals has been her foundation for conceptualizing and bringing iconic advertisements to life.

In a nutshell, Torres’ decades of experience teach us that in the field of marketing, embracing changes and aiming for excellence are important keys to success and progress. Her journey shows that nothing beats strategic efforts—from planning to execution of campaigns. What else? 

Great teamwork helps bring a dream commercial to life! Remarkable campaigns start from a unified effort to know what the target audience needs and what could make an impact on their lifestyle and culture.

So, as a marketer, take Torres’ insights as an inspiration to constantly learn throughout your journey and make a positive difference in your field. 

We hope today’s feature inspired you to seize opportunities to learn more, dream bigger, and create finer marketing outputs! 

Who knows? With a progressive mindset, your impact could resonate not only in one country but also in other parts of the world.

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you find this week’s topic interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu
Head of Special Projects
Valens Dynamic Marketing Capabilities
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