McHistory: Timeline of Major McDonald's Marketing Moves

Watershed Moments in Golden Arches Advertising Over The Last 20 Years

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McDonald's is searching for one agency to handle its U.S. creative work, a major shift from relying on two agencies for the bulk of its national advertising. It is the latest marketing shakeup at the world's largest restaurant chain, where pitches have evolved quite a bit since the 1960 jingle "Look For the Golden Arches" and the 1963 debut of Ronald McDonald (then played by Willard Scott). Here's a quick look back at some big advertising changes at the Golden Arches over the past two decades.

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