McDonald's is naming Ogilvy & Mather's Colin Mitchell to the new position of global VP-McDonald's Brand, the latest change in the marketing ranks at the world's largest restaurant company.
Mr. Mitchell will report to Global Chief Marketing Officer Silvia Lagnado, who joined the chain last year.
McDonald's said Mr. Mitchell "will be responsible for articulating the McDonald's brand vision and positioning, and inspiring and guiding the organization to reinvigorate the brand globally. He will be tasked with impacting major pieces of the McDonald's brand, including advertising, visual identity and packaging."
At Ogilvy & Mather, Mr. Mitchell, who has been with the agency since 1999, has worked on major brands such as IBM, Coca-Cola, Cisco and BlackRock. He was most recently worldwide head of strategic planning and a member of the worldwide operating board for the WPP shop. McDonald's said he would relocate to Chicago with his wife and three children.
"Colin is widely respected as one of the brightest and most talented planners in the advertising industry and we are delighted to welcome him to McDonald's at such an exciting and important time," Ms. Lagnado said in a statement. "His invaluable experience working with major global companies and his passion for brand vision and strategy will have a lasting impact in our business."
McDonald's said Mr. Mitchell's appointment will not have any impact on the U.S. creative review process, which was announced in late April. In May, Ad Age reported that WPP Group opted out of the McDonald's review.
"The future of brands lies in space between communications and experience, and no brand is better placed to build that future than McDonald's," Mr. Mitchell said in a statement provided by McDonald's. "The company has deep assets and visionary leaders. I couldn't be more excited to join them."