[London] Trying to change consumer perceptions, McDonald's Corp. broke a U.K. campaign called "Changing" with poster ads that omit the Golden Arches for the first time, replacing them with a question mark in the same typeface and the tagline "McDonald's. But not as you know it." Promoting ongoing menu changes, the posters by Publicis Groupe's Leo Burnett
, London, feature items such as a salad, a pile of free-range eggshells, pieces of fruit and cups of cappuccino. Kay Napier, who led the launch of the premium salad line in the U.S., was named to the new post of senior VP-chief marketing officer for McDonald's Europe in December 2003. The campaign follows a dire performance by McDonald's in the U.K., where 2003 pre-tax profits fell to $42 million from $150 million the previous year. In a senior management shakeup, McDonald's said U.K. Marketing Director John Hawkes will retire in January; his successor has not been named. U.K. CEO Andrew Taylor was replaced in July by Peter Beresford, who was exec VP for McDonald's Japan.