Global Insider Talks
January 10, 2024
Episode Notes
Diana Samper, Senior Vice President/Group Creative Director, Boxer Brand Design
With iconic branding instilled in over 40,000 locations daily, McDonald’s visual identity anchors nostalgia between parents’ childhood memories and youngsters’ current joy from Panama to Vietnam. The woman responsible for splicing this magic across 120 nations is Diana Samper.
As Senior Vice President and Group Creative Director at Boxer Brand Design (a design agency within tms and part of the HAVI group), she and her team are sculpting the packaging carrying Big Macs, fries, and other meals into hands everywhere local to global.
Diana joined Boxer in 2012 bringing years of marketing leadership driving brands from BP to Apple. With expertise honed across other brand giants, she now oversees infusing cohesion between those famed Golden Arches and the commerce they represent for a new generation of customers. From Chinese carryout bags to Peruvian kids delighted by Happy Meals, Diana and her team manage translating one American icon into modern relevance across continents.
Guest: Diana Samper, Senior Vice President/Group Creative Director, Boxer Brand Design (a design agency within tms; part of the HAVI group).
Resume highlights:
- Has led creative teams solving consumer problems and building brands for global programs, including design, packaging, digital and retail communications.
- Worked at The Marketing Store (North America) in a creative role for 10+ years.
- Earned a BA in Marketing and Advertising at Politécnico Grancolombiano in Bogotá Colombia.
- Based in Chicago.
Background reading:
- Read more about McDonald’s packaging, toys, & waste.
- How Boxer Brand creates packaging for McDonald’s that resonates globally.
- Global branding that resonates across borders (blog).
