DDB Turns to Tilley for McDonald’s

CHICAGO DDB has tapped senior vice president and group creative director Paul Tilley to oversee creative development on the agency’s McDonald’s account, an agency representative confirmed on Tuesday.

Tilley, who has been leading creative on the Chicago shop’s $200 million Dell business and will continue to do so, becomes the sixth lead creative on the McDonald’s business since the shop won creative duties on the Oak Brook, Ill., company’s $400 million U.S. advertising account in 1997.

Jim Ferguson initially oversaw McDonald’s creative from DDB’s office in Dallas. John Staffen of DDB in New York replaced Ferguson in 1998. But Staffen stayed in the job less than a year, as did his successor Mike Sheehan, who returned to Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston nine months after Scarpelli deemed him a “perfect fit” for the McDonald’s. DDB group creative director John Immesoete subsequently oversaw McDonald’s while maintaining his duties on Bud Light but returned to concentrate on Anheuser-Busch last year. Ferguson returned to assist with creative on the account earlier this year, but left in August to join IPG’s Temerlin McClain in Dallas.

The move comes at a tenuous time for Omnicom-owned DDB. Though the shop remains the lead agency for McDonald’s in the U.S., it took a back seat to sister company Heye & Partners in Unterhaching, Germany, for the creation of McDonald’s first-ever global ad effort. That campaign, tagged “I’m lovin’ it,” broke domestically two weeks ago.