McDonald’s Corp., Oak Brook, IL, last week named branding guru Larry Light its global chief marketing officer. Light will set global marketing strategy and be responsible for brand development efforts. He had been founder and president-ceo of branding consultancy Arcature, whose clients include McDonald’s, and began his career at BBDO Worldwide and then Bates Advertising.
Light called the McDonald’s post “a high water mark in my career in brand management,” and said in a statement: “This is a singular chance to focus … on the implementation side of marketing strategy. I am excited at the prospect of helping assure that the strategy side of brand management connects with execution and produces results.”
Some observers were surprised that Big Mac didn’t opt instead for a hands-on manager with turnaround experience, reports “The Chicago Tribune.”
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