The Opening Salvo

For several years, Joan Kiddon and I worked with McDonald’s on a brand strategy project. We advised on the development and articulation of a global brand promise led by Charlie Bell. I gave many presentations to groups of McDonald’s employees around the world. We got to know the McDonald’s brand and the McDonald’s culture very well.

When Charlie Bell offered me the global CMO opportunity, he explained that McDonald’s had never had a global CMO. Charlie pointed out that Paul Schrage, who retired in 1997, was really just a chief advertising officer. He was excellent at advertising judgment. But, according to Charlie, this new global CMO responsibility was greater than just advertising. It required a global redefinition of the brand’s approach to marketing. Marketing would be about more than just advertising and tactical promotions. He said that McDonald’s had decided to look outside for a leader with the right marketing perspective for the job. But, an outsider would need about a year to become familiar with the brand and cultural issues. He believed that with my McDona....