• Ad Age, Wednesday, May 16, 2007 11:17 AM

Hoping to redefine its entry-level jobs as steps to a successful career, McDonald's has rolled out a TV spot showcasing the advancement potential at the fast-food giant.

It is the latest effort in a campaign that attempts to redefine what working at the company means. It tells the story of McDonald's USA's East division president Karen King, who joined the chain 30 years ago and now oversees thousands of restaurants that account for 36% of the company's domestic revenue.

"If you have the will, drive and dedication, there is limitless opportunity to make a career under the arches," King says. McDonald's claims 30% of franchisees, 50% of corporate staff and 70% of restaurant managers began as crew. And in top management -- including CEO Jim Skinner -- 40% started at the bottom of the ladder.

"This campaign underscores the intense pride that we feel for our employees at all levels throughout the organization," says Bill Lamar, chief marketing officer for McDonald's USA. "Karen's story is just one example of many."

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