CORPORATE CLOSE-UP: MCDONALD'S

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Headquarters: Oak Brook, Ill.

1993 sales: $14.2 billion.

Leadership: Michael Quinlan, chairman-CEO; Edward Rensi, president-CEO, USA; James Cantalupo, pres- ident-CEO, international; Paul Schrage, senior exec VP-chief marketing officer; David Green, senior VP-marketing.

Total U.S. ad spending: $410.5 million in 1993, down 1% from 1992.

Ad agencies: Leo Burnett USA and DDB Needham Worldwide, both Chicago.

Recent successes: Launching super size Extra Value Meals boosted check averages and halted a similar move from Burger King; executed global promotions through World Cup and "Flintstones" tie-ins.

1994 challenges: Cutting back on local agencies and standardizing promotions to save media dollars; accelerating development of alternative locations; combating increased competition from Burger King; continuing rapid growth abroad.

Source: Advertising Age and company reports

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