Move Could Delay Brewer's $240 Million Media Account Review

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CHICAGO ( -- Jackie Woodward, VP-global brand business for McDonald’s Corp., is heading to Miller Brewing Co. as VP-programming, media and marketing Assets, and her appointment may delay a decision in Miller’s $240 million media review.
Jackie Woodward is leaving McDonald's to become vice president of media and sponsorship at Miller Brewing.

Account review
Ms. Woodward begins work at the brewer April 3, reporting to Tom Long, Miller’s chief marketing officer, and a spokesman said Ms. Woodward’s arrival could affect the review process. “She’ll be managing that function,” he said. A decision isn’t expected before Miller’s National Sales Conference April 5-7, he said.

The account has been at Publicis Groupe’s Starcom, Chicago, for nine years.

Ms. Woodward was a 2004 Advertising Age Woman to Watch for her role in helping McDonald’s unify its global agencies to launch the “I’m Lovin’ It” creative platform. Known for her diplomacy in dealing with marketing partners and service providers, she earned the nickname the “Madeleine Albright of McDonald’s,” in reference to the former U.S. secretary of state and U.N. ambassador.

Ronald McDonald makeover
Among her duties, Ms. Woodward oversaw the marketer’s Olympic activation; its “McKids” children’s merchandise relaunch; and the global makeover for Ronald McDonald to expand the so-called chief happiness officer’s appeal “beyond the playpen.”

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