Dive Brief:
- McDonald's has brought on a new CMO and PR head to "build a more modern, progressive burger company," as CEO Steve Easterbrook said.
- Silvia Lagnado -- formerly chief marketing officer for Bacardi -- will be taking on the role of evp and global chief marketing officer.
- Former White House press secretary and Obama aide Robert Gibbs has been brought on as evp and global chief communications officer.
Dive Insight:
Over the past few years, facing declining sales numbers, the fast food chain has tried a number of campaigns to boost its image, which have mostly fallen flat. The feel good spot "Signs" -- featuring signs with community and human focuses -- was quickly parodied. The recent resurrection of the Hamburgler character was met with more confusion and disappointment than excitement or nostalgia.
The only thing that might actually save the McDonald's brand is new leadership (which these hires will help with), or improving working conditions and food. The working conditions is something the chain is finally addressing.
"Returning excitement to our business proposition and brand is foundational to our turnaround plan," Easterbrook said in a statement.
Lagnado will take over the brand's global brand management, while Gibbs will handle the brand's corporate relations group.
