McDonald’s Taps Dillon as New CMO

CHICAGO McDonald’s Corp. has named Quaker Foods president Mary Dillon its new global chief marketing officer, succeeding Larry Light in the post, the company confirmed.

Dillon, 44, will officially begin the job on Oct. 3, reporting to McDonald’s president and chief operating officer Mike Roberts. She will be responsible for all of the company’s global brand management.

“Mary’s diverse marketing background—in food, beverage, fitness and family—uniquely qualifies her to lead our charge to be increasingly relevant in the lives of our customers,” Roberts said in a statement. “We’re making good progress, but we can and will do much more going forward.”

Light, who was a consultant before joining the company in September 2002, will retire from the company at the end of the year, according to McDonald’s. He will continue as a consultant for the company.

Light had been the architect of McDonald’s successful “I’m lovin’ it” campaign, the company’s first global marketing effort. He has since promoted a “freedom within a framework” approach that has encouraged agencies to adapt campaigns and ideas to their local markets.

The Oak Brook, Ill., company’s roster of advertising agencies includes Omnicom Group’s DDB Worldwide and TBWA Worldwide, and Publicis Groupe’s Leo Burnett. The company spends an estimated $1.3 billion on global advertising, about half of which is dedicated to the U.S.