Burnett to Boost Big Mac Worldwide

08 December 2003

McDonald's has hired Leo Burnett USA to conceive a global campaign for its iconic multilayer burger-in-a-bun, Big Mac. The Publicis Groupe-owned agency won the business after a roster shop shootout.

The effort is scheduled to break in the second quarter of 2004, although campaign spend is as well kept a secret as the ingredients of a McDonald's burger.

Separately, the chain has created a new European marketing post, promoting Kay Napier to the position of senior vice president and chief marketing officer for McDonald's Europe, after just one year with the company.

Napier's previous magniloquent title stateside was senior vice-president of marketing to women, in which she helped launch the fast-fooderie's premium salad line and led the successful market test of its Go Active adult meal.

"We are sharpening our focus on marketing in Europe and Kay will help lead our efforts with the kind of fresh, innovative thinking that is defining our breakthrough 'I'm lovin' it' campaign," hyped Larry Light, global chief marketing officer.

Data sourced from: AdAge.com; additional content by WARC staff