New McDonald’s gains momentum

Jill McDonald and Judie Lannon

In this article, Judie Lannon talks to Jill McDonald, the Marketing Society’s Marketer of the Year, about how McDonald’s transformed its communications strategy, and learned to listen to its customers.

New McDonald's gains Momentum

Jill McDonald

JUDIE LANNON: I understand you were head-hunted from British Airways for this job. What skills did they think you would bring to McDonald's?

JILL MCDONALD: They were looking for somebody who had brand experience. McDonald's is good retail marketer, but they wanted somebody who was going to take the brand forward. I think that was the pull I had over other candidates. And, of course, the chemistry. I really clicked with these people. McDonald's is a massive company, so chemistry was important.

I think they could see somebody who they could work with...

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