Posted on by Nathalie Tay
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CMO of the Year Eugene Lee speaks at Malaysian Marketing Conference on May 9
11 Apr
The Feel-First Marketer Who Gave McDonald’s Its Cultural Swagger
Former International CMO at McDonald’s and joint inaugural Malaysian CMO of the Year winner, Eugene Lee’s 15-year journey with McDonald’s was a masterclass in emotional branding, cultural relevance, and bold leadership.
He first began his journey with McDonald’s in 2009, stepping into the Malaysian market with an eye for emotional impact and cultural alignment.
One of his earliest successes — the Coca-Cola Glasses campaign — turned branded merchandise into a cultural moment, proving his instinct for resonance over reach.
Rising swiftly through the ranks, Lee eventually took on the role of International CMO, driving strategy across 12 Asian markets before expanding his influence to over 100 countries globally. Now, he is recognised as one of Asia Pacific’s Top-50 Most Influential Marketers.
Eugene Lee winning the joint inaugural Malaysian CMO of the Year
“We didn’t just sell chicken, we sold a craving.”
Lee’s regional breakthrough came with the relaunch of Ayam Goreng McD in Malaysia. Rather than traditional visuals, the campaign leaned into sensory storytelling: real Malaysians crunching into crispy chicken.
The result? McDonald’s fried chicken market share skyrocketed from 8% to 32% in just one year.
Then came the BTS Meal, a global juggernaut. Initially a U.S.-only concept, Lee insisted on its Asian rollout, tapping into massive regional fandom.
The campaign transcended food. Fans turned packaging into DIY memorabilia, embedding the meal into pop culture.
His crowning moment came during the 2022 FIFA World Cup, leading McDonald’s first-ever global campaign.
Titled “The Power of One,” the initiative united 75 countries with one cultural banner, tailored in 10 languages and 4 dialects to balance global vision with local flavor.
Turning Stumbles into Strength
While Lee’s career is filled with marquee wins, he’s equally candid about the lessons that came from stumbles.
Some campaigns, though technically flawless, missed the emotional mark. “There were times we played it safe, and the work was forgettable,” he reflects. “The brand didn’t feel more loved—and that was on us.”
He also cautions against being seduced by performance metrics. In chasing digital KPIs, he admits they sometimes lost sight of brand love. “You can hit a million impressions and still not move hearts.”
Even viral successes came with challenges. The BTS Meal’s demand overwhelmed operations in several countries. “We underestimated the fandom. Creative success means nothing without operational excellence.”
Eugene Lee with the McDonald’s Philippines team
“You’re not marketing to screens. You’re marketing to souls.”
Lee’s marketing philosophy centers on empathy and authenticity. His mantra? “Start with the why.”
“Forget personas. Think about the person,” he advises. For Lee, emotional connection beats digital perfection. “People forget what you said. They forget what you did. But they remember how your brand made them feel.”
He also encourages marketers to build trust over time, not just clicks overnight. “We need to move from transactional marketing to transformational marketing.”
The Road Ahead
But his most personal lesson? Work-life imbalance. “I was becoming a brand hero to the world, but missing out on being a hero to my kid.” That realization led to his decision to step down in March 2025.
Now, he’s recharging. Exploring passions from eSports to automotive branding, and most importantly, reconnecting with family. “I don’t know exactly what’s next,” he says. “But I know I’ll bring heart to whatever it is.”
His journey is a reminder: great marketing doesn’t just build brands, it builds emotional bridges.
Other star speakers include ☆ Filipe Lampreia, VML Malaysia ☆ Ravi Shankar, AirAsia MOVE ☆ Diana Boo, Boost ☆ Izra Izzuddin ☆ Alex Goh, MR.DIY ☆ Farha Manan, VML Malaysia ☆ Cherry Foo, Wipro Unza Malaysia ☆ Nina Sharil Khan, Infinite Headway Training & Wellness ☆ Adelene Wong, SP Setia ☆ Elaine J Chew, Lemmy ☆ Joel Lim Min Sheu, MantaYaY ☆ And many more…
Presenting Sponsors are Ampersand Advisory, FCB SHOUT, GO Communications, GroupM, IPG Mediabrands and Moving Walls.
