McDonald's CMO explains chain's new ad strategy

06/17/2004 | Advertising Age (tiered subscription model)

Speaking at a New York advertising conference, McDonald's chief marketing officer Larry Light said the restaurant chain is focusing on "brand journalism" in its marketing campaigns, rather than promoting one universal message. Light said this concept involves telling the story of a brand over a series of ads and manifests itself in the various themes -- sports, fashion, music and entertainment -- of the chain's "I'm Lovin' It" campaign.

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