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Dillon Takes McDonald's To Next Generation

Mary Dillon, McDonald's executive vice president and global chief marketing officer, is not only crafting campaigns for the Internet, mobile phones and other alternative outlets, she's also expanding the company's licensing strategy. Dillon is breaking away from Disney movies to make promotional deals for films such as "Shrek the Third."

The marathoner and mother of four refers to the strategy as the "I'm lovin' it" next-generation program. Since joining the company 18 months ago, Dillon and her team of marketers have shifted the focus of the slogan from the personal "I'm" at the beginning to the "it" at the end, in an effort to bring attention to McDonald's increasingly healthier menu items.

Dillon controls a budget that exceeds the $1.8 billion in revenues at Quaker Oats Co., where she was president before being lured to the Golden Arches. McDonald's is attempting to determine "exactly what drove what in the marketplace," she says, conceding what she is attempting "is pretty new" to the quick-serve restaurant category.

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