McD’s Taps Kid Maven

Former Burger King Vet Cywinski Joins Fray
NEW YORK–John Cywinski, who spent two years as head of film marketing at Disney, is expected to return to his fast-food roots within the next few months by taking a general management job at McDonald’s.
The vice-president level post at McDonald’s headquarters in Oak Brook, Ill., is thought to be broadly defined and similar to the fast-track path taken by McDonald’s USA president Alan Feldman, to whom Cywinski will report, and current senior vice president, USA marketing Larry Zwain.
Before his Disney run, Cywinski shepherded the kids’ business at Burger King and forged entertainment links with Disney’s Lion King and Toy Story and other animated films, which helped that company make major inroads on the kids’ front. Since then, the entertainment giant has forged a 10-year promotional alliance with McDonald’s.
A Chicago native, Cywinski started his career as an account executive at Leo Burnett, working on the McDonald’s business.
Executives at the fast-feeder last week said they could not confirm whether Cywinski will be joining the company.
Nonetheless, he would arrive at a time when, despite stronger stock performance, McDonald’s is scurrying to find relevance with finicky consumers who continue to be bombarded by new dining options. Aside from introducing a “Made for You” cooking approach, McDonald’s is re-evaluating how to build its family position and could be looking beyond its Chicago-based roster agencies, DDB Needham and Burnett, for suggestions in that regard.

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