Mr. Shlossman, 44, is group director, national broadcast at DDB Worldwide's Optimum Media, New York, where he is in charge of McDonald's Corp.'s $250 million account. He's been the media point man on the business since DDB won back the adult McDonald's account from Leo Burnett Co. in 1997.
ALL FOR ONE
"One of our biggest challenges stems from the fact the account is basically one product," Mr. Shlossman says. Referencing the nine years he spent at BBDO Worldwide, New York, he adds, "it's not like having a number of distinct brands, like Pepsi has."
Also, because a lot of McDonald's advertising is built around certain promotional campaigns, "another challenge we face is delivering the media weight in the time frame we need," he says.
That's because it does McDonald's no good if there's a shortfall in media weight during any one promotion.
"When a promotion is done, it's gone," he says. "So we really have to be vigilant to make sure we reach the audience we need to reach in these days of declining programming ratings."
One of the ways Mr. Shlossman stays on top of an increasingly challenging national broadcast landscape is by working closely with his planning group, led by Chicago-based Jack Valente, group media director.
"Jack and I are joined at the hip," Mr. Shlossman says. "He makes his first [phone] call to me everyday on his way into the office."
OAK BROOK SHUTTLE
Mr. Shlossman is no stranger to Chicago, where McDonald's is headquartered in nearby Oak Brook. "I made almost 40 trips there last year," he notes.
Mr. Shlossman started as a planner in 1978 at a shop that later evolved into Ammirati Puris Lintas: SSC&B, New York. He moved on to McCann-Erickson Worldwide, New York, and then to BBDO, the agency of Pepsi-Cola and Pizza Hut. He left there to become director of national broadcast at Griffin Bacal, which DDB later purchased.
In the precious spare time he has, he coaches one of his daughter's soccer teams