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.