Women On The Move

From Brandweek

McD's Global CMO Heads to U.S. Cellular

May 10, 2010
by David Gianatasio, Adweek

McDonald's is seeking a new global chief marketing officer following today's announcement that Mary Dillon is leaving the fast-food titan for the CEO slot at U.S. Cellular.

She'll face a turnaround job at the regional carrier, which -- along with appointing Dillon president and chief executive today -- saw its first-quarter profit fall 43 percent to $48.23 million on $965 million in service revenue, down a few percentage points compared to a year ago.

Dillon's appointment is effective June 1; she replaces Jack Rooney, who is retiring.

Dillon joined McDonald's five years ago after a stint as president of PepsiCo's Quaker Oats.

U.S. Cellular cited the depth of her consumer experience and marketing expertise as the reasons she was hired. Dillon nurtured and expanded McD's successful "I'm lovin' it" campaign -- and same-store sales have risen at the restaurant chain of late.

U.S. Cellular typically spends $90-100 million annually in domestic major measured media, per Nielsen, and has used Publicis & Hal Riney in San Francisco as its lead agency. Several creative directions have been attempted in recent years, though none have truly helped set the carrier apart.

McD's estimated annual global media outlay approaches $2 billion, almost half of that spent in the U.S., per Nielsen. Omnicom's DDB is the chain's lead shop, with sibling TBWA\Chiat\Day and Publicis' Leo Burnett in supporting roles.