McDonalds Agencies Will Meet for New Work

CHICAGO DDB and Leo Burnett will be among McDonald’s 10 global agencies that will meet next month to come up with the fast-food chains next branding campaign.

That campaign from the Chicago shops and others will likely revolve around the store experience, a priority for the Oak Brook, Ill., company, sources said.

McDonald’s executives led by 15-day CEO and formerly retired vice chairman Jim Cantalupo yesterday held a forward-facing financial call they hope will soften the blow of next Thursday’s fiscal year-end announcement, which follows December’s posting of the company’s first-ever quarterly loss.

Cantalupo said his first few weeks at the helm were focused on getting “the best people in the right jobs,” citing president, COO and CEO-in-training Charlie Bell and Jim Skinner, who took over Bell’s position to be vice chairman last week.

“We need leadership advertising that sets our brand a part,” said Bell. In early February, the brand’s top 10 global advertising agencies will meet and “will be challenged” to develop new advertising “that sets the direction way for our brand advertising,” Bell said.

“Marketing will place all our resources on our restaurants and our customers, nothing more, nothing less,” he said.

DDB’s tagline, “We love to see you smile” was shortened in 2001 to “Smile,” and dominates the current advertising work.

with Tania D. Panczyk