Mattel's Top Communicator on How to Create Buzz and Build Lasting Brands

Casey McDonald, Mattel's director of global communications, has had a varied career in communications. He began on the agency side, where he learned to be scrappy and solutions-oriented.

Moving to an in-house role at Mattel, McDonald discovered that communications is not just about telling stories but also helping shape them alongside colleagues from other teams.

He credits his experience with creating buzz for brands like Barbie, which recently catapulted the company into the cultural zeitgeist. The campaign broke every earned media dashboard he's ever used and included over 165 consumer products collaborations and launches across fashion, beauty, gaming, hospitality, and beyond.