McDonald’s Corp., in the midst of a search for a new global chief marketing officer, is shaking up its U.S. marketing ranks as well.
Tom Ryan, architect of the company’s New Tastes Menu and senior vice president of marketing in the U.S., has been reassigned to concentrate on developing new concepts for McDonald’s, more than one company source said Wednesday.
He is being replaced, these sources said, by a McDonald’s regional general manager, though it was unclear Wednesday who that person would be or whether, given that the company is searching for a top marketing executive, it would be permanent.
The change apparently was ordered by McDonald’s U.S. President Mike Roberts, who has spent the past several months meeting with franchisees and working on operational issues within the system. Roberts now is turning his attention to the company’s marketing and advertising.
The shake-up doesn’t come as a surprise to most McDonald’s watchers. After Ryan took the marketing reins last year, the company continued to struggle to find a marketing strategy on which it could agree.
Though Ryan rose under former U.S. chief Alan Feldman and was known for his menu management insights, many were surprised last year when he was given the top marketing title.
Ryan, according to sources, will be charged with finding new concepts as well as managing the company’s menu. Currently he is overseeing the company’s expansion of its “McDonald’s with the Diner Inside” concept, rolling out in several cities in Indiana.
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So far, the concept has shown some progress. Ryan is hunting for a new ad agency for the diner concept and is talking to four agencies: Leo Burnett USA; DDB Chicago; Arnold Worldwide, Boston; and Ogilvy & Mather, Chicago, about an ad assignment.
“For obvious reasons, it is inappropriate to respond to speculation or rumors about personnel announcements and internal business discussions,” said Anna Roznich, a spokeswoman for McDonald’s. “The search for the chief marketing officer position is on track. We have nothing additional to announce. No changes have been made.
“As it relates to Tom Ryan, he is leading three significant areas for McDonald’s USA–menu management, concept development and marketing.”
BBDO lands Long John Silvers: After a drawn out review, Yum Brands’ newly acquired Long John Silvers is going the way of two of its sister restaurants. The fast-food chain picked BBDO, New York, as its agency for its $25 million to $30 million account. BBDO beat out Campbell-Ewald Advertising, Warren, Mich., and the Chicago office of Foote, Cone & Belding. Minneapolis-based Fallon is the incumbent.
Edelman on the prowl: Edelman Worldwide is actively talking to more than one promotions shop about a potential acquisition as it looks to beef up its event-marketing offering as part of its array of services. No word on whether the public relations giant is close to inking a deal.
On the move: Minneapolis-based Carmichael Lynch said it named Craig Rowley, group director, to the post of director of account management, senior partner. He replaces Roman Paluta, who was named CL’s chief marketing officer last year. … Mark Luciano, formerly with WebFN, rejoins WMAQ-Ch. 5 as manager of information technology and digitization. He had been a senior system analyst at the station. … Health-care agency Topin & Associates promoted Jennifer Holborn to director of client service. The agency also named Rebecca Zmyslo and Jerry Biag as account executives. … Executive search firm Melinda Holm and Associates promoted Shari Rosen and Lisa Paar to the position of vice president. Both have been with the firm for two years.
Food group taps Chemistri: The International Food Information Council Foundation has named interactive creative agency Chemistri to launch Kidnetic.com, an educational Web site designed to teach kids and their families how to stay active and lose weight.
LaSalle sponsors new WBEZ program: LaSalle Bank said it will sponsor a new, live weekly performance series on public radio station WBEZ-FM 91.5 beginning in January. The series will include everything from jazz, bluesand classical music to works of the spoken word.
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Jim Kirk’s “On Marketing etc.” appears Tuesday, Wednesday, Thursday and Friday. E-mail [email protected].