McDonald’s Rallies Ad Troops

CHICAGO Executives from McDonald’s Corp.’s 10 largest global agencies will gather at the company’s headquarters today to discuss the company’s global marketing strategy.

One source described the meeting taking place Tuesday, Wednesday and Thursday as a chance for global chief marketing officer Larry Light and U.S. marketing chief Bill Lamar to “get everybody rallied.”

The agencies, which include Leo Burnett and DDB, both Chicago, will not be making creative presentations at the meeting, though the company is said to be seeking a more youthful bent in its advertising, sources said.

McDonald’s annouced the meeting during an investors’ call in early January [Adweek January, 20 2003].

The Oak Brook, Ill., fast-food chain has been under pressure from franchisees and investors to improve its marketing strategy after posting its first quarterly loss in the company’s history last year.