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McDonald's Restructures Marketing Team

  • Ad Age, Thursday, April 27, 2006 12:15 PM
McDonald's Corp. is instituting sweeping changes throughout the ranks of its marketing executives to better reflect how consumers are using new and emerging media platforms. The restructuring is being led by Mary Dillon, the fast-food marketer's global chief marketing officer, following a worldwide fact-finding mission. Dillon's travels took her to Brazil, Europe and Asia where she interviewed staff and customers to evaluate media-mix usage and return on investment. She is now reshaping the team to put more focus on areas including brand development, global alliances, technology, families and consumer insights. The plan includes the appointment of Peter Beresford, McDonald's U.K. chairman-CEO and president of Northern Europe, to a new post leading global brand development. Several other top-level executives will also be affected. The shifts reflect Dillon's recognition that the chain needs to better reach consumers increasingly migrating to wireless phones, personal digital assistants and similar devices. McDonald's hopes to leverage digital media and peer-to-peer networks better to communicate with consumers and key influencers.



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