Dive summary:
- Jeff Stratton takes over for Jan Fields as McDonald’s U.S. president on Dec. 1, following the company's first monthly sales decline in nine years.
- An unnamed agency exec tells Ad Age that big marketing management, agency roster and store investment changes are all possibilities for McDonald's in the near future.
- McDonald’s spent $1.37 billion in advertising last year, and the agencies who received many of those dollars are concerned about what changes may mean.
From the article:
"... 'They have aging stores and a much-intensifying competitive set in terms of innovation, store design and … marketing,' said one agency exec familiar with the fast feeder's advertising. 'Something is going to have to happen -- either changes to the marketing management, to the current agency roster or investing in their stores or all of it. The status quo is not going to work.' ..."
