Meet the Newest High-Power CMOs

The Lowdown on Ebay's Linton, McDonald's Golden and LG's Boden

By Published on .

Knowing your CMOs isn't easy in these days of two-year tenures. This year has seen new honchos appointed at four of Ad Age's top 20 Leading National Advertisers, and this week alone three more ad sheriffs join major marketers.

LG, which is looking all set to name BBH to its global agency accounts, tapped its first chief marketing officer, Dermot Boden, an Irishman who had been running Pfizer's operations in Asia. Just a week earlier, Chinese appliance maker Haier picked American Larry Rinaldi for its top marketing spot.

Ebay, meanwhile, named former Best Buy CMO Mike Linton to its chief marketing spot, replacing Gary Briggs.

Not to be outdone, McDonald's said Bill Lamar, its U.S. CMO, will exit at the end of the first quarter next year; Neil Golden will be his successor.

Here's Ad Age's quick guide to the new guys and their challenges.
Dermot Boden
Dermot Boden
The gig: CMO, LG Electronics, overseeing marketing communications for LG brand, electronics and household appliances.
Replaces: No one; he's LG's first global CMO.
Age: Late 40s
Background: Savvy, proven change agent. Rare high-ranking foreigner at South Korean giant. Moving to Seoul from Tokyo, where he was Pfizer's head of Northeast Asia. Strong on operational side.
Budget: $350M to $450M
Challenge: Raise the bar on quality. Help LG understand non-Asian markets.
Neil Golden
Neil Golden
The gig: Senior VP-CMO, McDonald's USA (effective April 1).
Replaces: William "Bill" Lamar, 55, who is retiring.
Age: 46
Background: Entered the Golden Arches in 1989 as a regional marketing supervisor. Most recently VP-marketing at McDonald's USA. Was the favorite to replace Mr. Lamar.
Budget: $1.7B
Challenge: Succeeding superstar Mr. Lamar, who was key to chain's turnaround. McDonald's stock hit an all-time high in November; growth will be hard to come by.
Mike Linton
Mike Linton
The gig: CMO, eBay North America, overseeing marketing in its most important region.
Age: 50
Replaces: Gary Briggs, 44, who is exiting after six years.
Background: Joined eBay one year ago after seven years at Best Buy.
Budget: $144M last year, but most eBay spending isn't measured; eBay reported ad costs of $871M in 2006.
Challenge: EBay faces competition not just from Amazon and other retail and auction sites but from social-networking sites that could evolve into marketplaces.
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