Europe: McDonald's Sends in the Marketing Marines

06 July 2005

Intelligence reports of weapons of mass indifference to McDonald's provender in Europe has caused the burger behemoth's senior management to order a pre-emptive strike against the continent by its marketing marines.

Emulating another prez at another time, McDonald's new European president Denis Hennequin has launched a shock attack on the existing regional management in the company's second largest market. As the former boss of Big Mac's French operations and less than a month into his new job [WAMN: 08-Jun-05], Hennequin knows the terrain well.

To spearhead his attack, commander-in-chief Hennequin has appointed a trusty lieutenant: Pierre Woreczek takes the role of chief brand and strategy officer in addition to his current duties as head of McDonald's European food and design studios. He will report direct to the C-I-C.

Woreczek's remit covers 6,200 outlets in fifty countries, between them contributing $67 billion (€79.84bn; £45.44bn) in revenues last year - 35% of total company income.

It is not known what kind of shock and awe Hennequin intends for the continent's increasing McDonald's-averse population, but according to a company spokeswoman he "has decided to reorganize the management structure in Europe to make sure its future is aligned with our Plan to Win".

Enforcing this diktat will be Bane Knezevic, who becomes ceo of McDonald's Germany and president of its Western Europe operation, while Peter Beresford, ceo of McDonald's UK, adds the title of president of Northern Europe to his list of honors. Jean Pierre Petit, ceo of Gaul's Mac's Militia, usurps the presidency of Southern Europe; and behind the Cheeseburger Curtain Khamzat Khasbulatov, ceo of McDonald's Russia, also collects duties as president of the Eastern European unit.

Meantime, back at command HQ in Oak Brook, Illinois, Kay Napier, senior vice president and chief marketing officer of Europe, moves to a new global post as senior vice president for moms and families, reporting to Larry Light, executive vice president and chief global marketing officer.

Data sourced from AdAge (USA); additional content by WARC staff