After a three-day brainstorming session with fourteen of its agencies from around the world, ailing burger behemoth McDonald’s has fashioned a new creative brief for its global marketing: ads that “people like, respect, admire and favor.”

Speaking on Friday, global chief marketing officer Larry Light revealed this brief came with no deadline or “magic formula” – just to “create advertising that we could be proud of.” The firm also revealed a new mission statement: to be “America's favorite place and way to eat.”

The agency meeting was convened after McDonald’s posted its first ever quarterly loss [WAMN: 20-Jan-03]. In attendance were agencies such as DDB Worldwide and Leo Burnett Worldwide.

“They want to do things differently,” enthused Doug Porter, evp at Leo Burnett USA. “The new thing that excites us is that top management is very involved and committed.”

Light stressed that there are no plans for a single worldwide campaign, though he added that McDonald’s would consider transferring a good local idea elsewhere.

He also revealed the group has handed its shops global standards for its advertising and established performance measurements.

Data sourced from: multiple sources; additional content by WARC staff