Larry Light Tells 4A's: Marketing on the Wrong Road

At the 4A's Transformation 2010 conference, Larry Light, CMO of McDonald's, spoke about the path marketing has taken and expectations for the future.

Larry Light Tells 4A's: Marketing on the Wrong Road

Geoffrey Precourt Warc

In a word, Larry Light is famous in American marketing circles. His work as McDonald's cmo between 2002 and 2005 is the stuff of legend, with the "I'm Lovin' It" campaign making a powerful connection with young audiences and revitalizing the chain's brand. In Adweek's "Best Marketers of the Decade," Light finished second to Apple's Steve Jobs. And when Ad Age talked about the top 10 ideas of the first 10 years of the 21st Century, it called Light's marketplace perceptions, "arguably the most realistic description of...

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