Peleo-Lazar to Join Mcdonald’s

McDonald’s agency relationships aren’t expected to be affected, at least not immediately, by the arrival April 1 of Marlena Peleo-Lazar as vice president and chief creative officer.
The former Ogilvy & Mather deputy creative director will report to Larry Zwain, McDonald’s senior vice president of marketing. She replaces Roy Bergold, who is retiring after 23 years as creative chief and 31 years with the Oak Brook, Ill. client.
Sources said Zwain and John Cywinski, senior vice president of brand strategy, along with their superiors, will continue to make the major ad calls, including agency assignments. McDonald’s account is split between lead agency DDB Chicago and Leo Burnett.
Peleo-Lazar resigned earlier this month from Ogilvy’s Chicago office. She had been responsible for creative leadership on Sears and Kimberly-Clark.
Prior to joining O&M in 1997, Peleo-Lazar worked at Leo Burnett for 22 years. While at that Chicago shop, she worked briefly on the Hispanic side of the McDonald’s account.
“I have a lot to learn about the brand in particular,” Peleo-Lazar said.
She declined to comment on the new direction for a McDonald’s campaign expected to break in the spring. “They’re always working on this brand,” she said.
“It’s not a brand that kind of sits there.” K