6: Larry Light, Exec VP-global chief marketing officer McDonald's Corp.

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AGENCY ROSTER INCLUDES: Havas' Arnold Worldwide, Boston. Omnicom's DDB Worldwide, Chicago; Tribal DDB and OMD Worldwide, both New York. Publicis' Leo Burnett USA and Burrell Communications Group, both Chicago. Omnicom-backed Del Rivero Messianu DDB, Coral Gables, Fla. Mother, New York. InLine Media, Denver.

POWER PLAY: Investors and consumers clearly are lovin' the changes McDonald's has made to revitalize the Golden Arches, and Mr. Light, 62, is a key player in the effort. Systemwide same-store sales are up about 8.4% year-to-date and continue to surprise Wall Street as the chain overlaps increasingly difficult same-store sales, both incrementally and at the expense of rivals.

DOWNSIDE: The biggest challenges still lie ahead as the McGuru faces besting the chain's own improved image. Now that the Mr. Light's team has helped make McDonald's more relevant and consumers clearly don't care how many calories are in a double cheeseburger, will they notice that the lines are still long, orders still get messed up and bathrooms still aren't as spotless as they could be?

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