McDonald’s names new global VP

mcd_globalSteve’s breakdown: We believe Colin Mitchell, the new global vice-president of McDonald’s, will be tasked with evolving the McDonald’s brand to be more like Coca-Cola or IBM in the Global sense of the word.

BTW, Colin has worked with both Coca-Cole & IBM!

OAK BROOK, IL: Colin Mitchell has been named global vice-president of the McDonald’s brand for McDonald’s Corp.

In his new role, Mr. Mitchell will articulate the McDonald’s brand vision and position, impact the brand’s advertising, visual identity and packaging and guide the organization to reinvigorate the brand globally.

Mr. Mitchell joins McDonald’s from Ogilvy&Mather, where he worked as the worldwide head of strategic planning. He aided in shaping the brand vision for global brands such as Coca-Cola, Cisco and IBM.

“Colin is widely respected as one of the brightest and most talented planners in the advertising industry, and we are delighted to welcome him to McDonald’s at such an exciting and important time,” said Silvia Lagnado, global chief marketing officer for McDonald’s. “His invaluable experience working with major global companies and his passion for brand vision and strategy will have a lasting impact in our business.”

Currently located in New York City, Mr. Mitchell will move to Chicago, where McDonald’s plans to move its corporate headquarters by the spring of 2018.

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