McD's Looks for Rebound After 'Campaign 55' Flop

By Karen Benezra





NEW YORK–McDonald’s Corp. held emergency sessions with its franchisees and agencies last week in a bid to create a rebound strategy from the ‘Campaign 55’ debacle.





The campaign failed to boost sales and some franchisees said it actually cost them money.





McDonald’s is now looking to bring a broader food and value focus to its ‘My McDonald’s’ message, sources said.





The search could lead to a reshuffling of management duties, though ad agency assignments appear secure so far.