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Chief media buyer at McDonald's resigns

Published on .

Bruce Smith, assistant VP-media director at McDonald's Corp., has resigned; he was the executive in charge of media buying for the company's $569 million account. Peter Sterling, a financial executive in the company's U.S. marketing administration department, will take on Mr. Smith's duties, a spokeswoman said. The implications of the move for McDonald's media-buying agencies were unclear. Starcom Worldwide, a unit of Leo Burnett Co., Chicago, handles media buying for children's advertising. DDB Worldwide's Optimum Media unit, New York, handles media buying for adult advertising.

Copyright August 1999, Crain Communications Inc.

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