McDonald’s Names Skinner CEO

BOSTON McDonald’s said it has elected vice chairman Jim Skinner chief executive officer to succeed Charlie Bell, who is stepping down after serving as president and CEO since April.

Mike Roberts, currently CEO of McDonald’s USA, has been named president and COO. Roberts will report to Skinner, 60.

Bell is stepping down immediately “to devote all of his time and energy to his courageous battle against cancer,” said McDonald’s chairman Andrew McKenna, in a statement.

Bell, 44, became president and CEO following the heart attack death in April of Jim Cantalupo.

McKenna said of Bell, “Charlie is a remarkable leader and well loved by the McDonald’s family, and we fully understand and respect his decision.” He added, “Together, Jim Skinner and Mike Roberts will provide the seasoned and innovative leadership McDonald’s needs to continue our business momentum going forward.”

McDonald’s in Oak Brook, Ill., spent nearly $700 million on ads last year and about $520 million through September, per Nielsen Monitor-Plus. Omnicom Group’s DDB and Publicis Groupe’s Leo Burnett, both in Chicago, are among the company’s primary agencies.

McDonald’s global ad effprts are currently themed “I’m lovin’ it,” a positioning devised by a German affiliate of DDB.

—Adweek staff report