MCDONALD'S SELECTS BURNETT FOR BIG MAC AD WORK

Names Marketing Chief for European Division

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CHICAGO (AdAge.com) -- McDonald's Corp. selected Publicis Groupe's Leo Burnett USA to create a worldwide advertising campaign for the Big Mac following a roster agency competition.

That creative is expected to break in the late second quarter. A decision on a global french fry campaign is still pending in a finalist shootout said to be between Burnett and Omnicom Group's DDB Worldwide, Chicago.

Successful launches
Separately, McDonald's named Kay Napier senior vice president and chief marketing officer for McDonald's Europe, a new post, from senior vice president and marketing to women in the U.S. division. She joined McDonald's in November 2002 and helped launch the chain's premium salad line and led the massively successful Indiana market test of the "Go Active" adult meal. That product is now expected to roll out nationally in June as part of the 25th anniversary of the Happy Meal.

"We are sharpening our focus on marketing in Europe and Kay will help lead our efforts with the kind of fresh, innovative thinking that is defining our breakthrough 'I'm lovin' it' campaign," Larry Light, executive vice president and global chief marketing officer, said in a statement.