A True North Revenues Up; CFO Retires CHICAGO–True North Communications reported that revenue increased 16 percent for its 1999 fiscal year to $1.4 billion. Net income for the year was $39 million, compared with $27 million the previous year. At an analysts conference to discuss the results, TN vice chairman and chief financial officer Donald Seeley announced his retirement from the Chicago-based holding company. Kevin Smith, currently senior vice president and chief accounting officer at the company, takes over as CFO and executive vice president. Ramesh Rajan, formerly vice chairman and CFO of Bozell Worldwide, was named executive vice president of operations and business development for TN. A McDonald’s Sets Smile for Mid-May CHICAGO–A new image campaign for McDonald’s is set to break in mid-May, sources said. Lead agency DDB is in negotiations with top directing talent, including Tony Kaye and Joe Pytka, for the spots, which are expected to focus on employees and follow a service direction the company set last year under the slogan, “We’re out to make you smile.” DDB’s tagline will use some form of the same “smile” message with a tag replacing “Did Somebody Say McDonald’s,” which has run for almost three years. A Delta To Focus on Service CHICAGO–Delta Air Lines is expected to unveil its first branding campaign from Leo Burnett here this week, sources said. Sources said the work will likely focus on the Atlanta carrier’s service aspects and will address the question posted on a Times Square billboard: “How do you like to fly?” Burnett won Delta’s $100 million account in September after a review. A CL Drops Schwab, Cites Workload CHICAGO–Citing a heavy new business workload, Carmichael Lynch has dropped out of Charles Schwab & Co.’s review for two assignments–one for print media and one targeting women–worth a combined $75 million. Remaining in the hunt are Crispin Porter & Bogusky, Miami; The Martin Agency, Richmond, Va.; and TBWA/Chiat/Day, Playa Del Rey, Calif., sources said. Boston-based consulting firm Pile and Co. is overseeing the review. A FCB Gets Kraft’s Meatless Entry CHICAGO–FCB Worldwide here was awarded ad duties for Boca Burger, the meatless product FCB client Kraft Foods purchased earlier this year. The account, with billings in past years estimated at $3 million, was previously at Chicago Creative Partnership. Spending is expected to increase under the new Northfield, Ill.-based ownership. A Rentschler Named President of HSR Subsidiary CHICAGO–Tom Rentschler has been appointed to succeed Rick Segal at the helm of HSR Business to Business’ marketing communications arm. Rentschler, formerly a partner and creative director at HSR, was named president of the subsidiary. Segal is chairman and CEO of the Cincinnati-based holding company