News

McDonald’s ‘I’m Lovin’ It’ architect leaving company

McDonald’s chief creative officer, Marlena Peleo-Lazar, is leaving the company after 14 years. According to Crain’s Chicago Business, Peleo-Lazar has been a key figure in the chain’s ad campaigns, and was instrumental in executing its “I’m lovin’ it” theme.

September 5, 2014

McDonald’s chief creative officer, Marlena Peleo-Lazar, is leaving the company after 14 years. According to Crain’s Chicago Business, Peleo-Lazar has been a key figure in the chain’s ad campaigns, and was instrumental in executing its “I’m lovin’ it” theme.

The story said her departure comes as McDonald’s seeks a new campaign for 2015. During the most recent earnings call, CEO Don Thompson also hinted at significant changes in the company’s marketing strategies.

"Leadership changes in marketing or agency … are not incremental effectiveness changes. Those are changes based upon the fact that we may not be getting the content or the reach or the awareness that we desire and demand as a McDonald’s brand. And when we make those changes we don’t do it lightly. Those are the kind of changes that we need to drive the business and those changes are occurring in several of our critical markets around the

The U.S. shift will be aided by Publicis’ Leo Burnett agency.