John Immesoete has taken over creative responsibilities for the McDonald's account at DDB, adding it to his existing leadership of Bud Light creative.
The McDonald's post has been open since executive creative director Mike Sheehan, who was recruited specifically for the role in August 1999, returned in July to Hill, Holliday, Connors Cosmopulos in Boston as president and executive creative director.
Immesoete is a group creative director at the Chicago shop and has led the Bud Light account for the past couple of years, garnering numerous awards for both TV and radio spots behind the fast-growing brand. He was named a senior vice president at the shop less than a year ago.
Immesoete will not get Sheehan's ECD title. Last month, the agency named Richard DiLallo an ECD, putting him in charge of creative on all clients except Anheuser-Busch and McDonald's.
Immesoete could not be reached for comment, nor could DDB's U.S. creative chief Bob Scarpelli, who was on vacation.
DDB has struggled to find a winning formula for the fast-food chain. Executions within Sheehan's "We love to see you smile" effort, unveiled in June, have been dubbed too soft by critics within the agency and the restaurant system, and Immesoete's dictate may be to toughen it up, according to sources.
The lead post for McDonald's has been a churner, with John Staffen leaving after less than a year in June 1999 amid organizational difficulties [Adweek, June 14, 1999]. Prior to that, Jim Ferguson oversaw the account from DDB's Dallas office. He has since left for Young & Rubicam in New York. K