McDonald's bestowed 'Marketer of the Year' by 'Advertising Age'

MUMBAI: McDonald's Corporation was awarded the "Marketer of the Year" by Advertising Age magazine, for the brand's marketing achievements around the world in 2004.

"I'm lovin' it! We're honored to be recognised with one of the most coveted awards in the advertising and marketing world," said McDonald's chief executive officer Jim Skinner. "The two pillars of McDonald's revitalisation have been operational excellence and leadership marketing, our strategic priorities that have helped reconnect our brand to customers. Next year, we'll build on all the momentum we've achieved in 2004 to further drive our business and to surprise and delight our customers."

"We consider hundreds of companies for this honour every year," said Advertising Age's editor in chief Rance Crain. "Revitalizing marketing at one of the world's most recognised brands is a tall order for any company. But McDonald's had a plan and the leaders to get it done. We saw innovative marketing at McDonald's, breakthrough strategies that went around the world to revitalise the brand."

In choosing 'Marketer of the Year', Advertising Age looked at a number of criteria, including the company's business performance, strong leadership, advertising creative and marketing effectiveness.

Mc Donald executive vice president and global chief marketing officer Larry Light pointed out that the 'I'm lovin' it' campaign marked for the first time, McDonald's worldwide business being united and aligned behind a single theme and brand direction.


"Marketing innovation at McDonald's has attracted a lot of attention this year, both from the news media and customers. In fact, advertising awareness of I'm lovin' it' in our top ten countries recently reached 86 per cent -- another sign that we're connecting with customers like never before," said Light. "We've broken into new territory in all aspects of marketing this year, and it's only the beginning. We've changed the voice of our advertising, celebrating what our customers love about life, which is why you see a dramatic difference in tone and attitude at the Golden Arches."


"We're fortunate that both Jim Cantalupo and Charlie Bell had the foresight to see how the 'Plan to Win' could help revitalise our business," said Skinner. "It's thanks, in large part, to their strong support of marketing and their intense focus on recapturing our leadership role in that arena that has helped make I'm lovin' it' so successful."

"All around the world, our local markets created compelling adaptations of I'm lovin' it,' as evidenced by the many awards that our new brand campaign has received," said McDonald's senior vice president global marketing Dean Barrett. "We set ourselves apart by only looking for the first, biggest and best opportunities, aligning ourselves with top talent around the globe such as Destiny's Child, Justin Timberlake and Yao Ming. And, there's much more to come next year so stay tuned!"

Advertising Age began naming an annual 'Marketer of the Year' since 1971, McDonald's was honored once before in 1989 when it was bestowed "Marketer of the Decade."

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