McDonald’s Vet Joins Baskin-Robbins

A month after naming a new ad agency, Baskin-Robbins today said it has tapped 25-year industry veteran Brian O’Mara as its U.S. vp, marketing. He was most recently vp, CMO for McDonald’s in Canada.

Brad Wahl was the former vp, marketing, and he left the company last November.

O’Mara reports to Srinivas Kumar, chief brand operating office for Baskin’s worldwide operations.

In his new role, O’Mara takes on day-to-day oversight for domestic brand management and marketing outreach across all media channels.
That outreach will be spearheaded by independent Atlanta shop 22Squared, which won Baskin’s estimated $10-15 million account in February following a review. 22Squared succeeded New York’s Cliff Freeman and Partners, which closed its doors last fall.

The Canton, Mass.-based ice-cream shop chain noted that O’Mara’s deep category experience makes him a great match for its needs, and O’Mara said the chance to help chart the future course for “one of America’s most beloved and iconic brands” was a key reason he took the job.

He held various regional and national roles during his tenure with McDonald’s, and also has agency experience from earlier posts at Leo Burnett, N.W. Ayer and Marsteller.