Jan. 1996: Brad Ball, principal of McDonald's regional shop Davis, Ball & Colombatto, Los Angeles, joins McDonald's as senior VP-marketing USA.
Jan. 1996: Burnett is passed over for the $75 million introduction of Arch Deluxe. Fallon McElligott, Minneapolis, is awarded the assignment.
May 1996: McDonald's and Walt Disney Co. sign 10-year exclusive marketing alliance involving movies, home videos and other properties. Burnett handles both McDonald's and Disney.
June 1996: McDonald's experiences a $20 million shortfall in its media plan due to a Burnett mistake.
June 1996: In a blow to national agency Burnett, McDonald's moves $150 million of an estimated $450 million media budget into spot TV.
Oct. 1996: Brad Ball promoted to senior VP-marketing, McDonald's USA, to oversee all domestic marketing efforts. Former Senior VP-Marketing David Green becomes senior marketing officer of McDonald's international operations.
Jan. 1997: Fallon McElligott resigns Arch Deluxe.
Feb. 1997: McDonald's awards the Arch Deluxe business to Burnett.
nApril 1997: McDonald's announces the launch of the first phase of "Campaign 55" and a new ad effort via Burnett themed "My McDonald's."
April 1997: Internal Burnett report for McDonald's about the avoidance of gay programming content in media buying is obtained by the Gay & Lesbian Alliance Against Defamation and made public.
May 1997: McDonald's franchisees vote down McDonald's plans for 55-second-service guarantee, to run in conjunction with "Campaign 55."
June 1997: Citing consumer confusion, McDonald's announces the end of its "Campaign 55" promotion except for breakfast promotions.