McDonald’s Appoints Ogilvy Vet Colin Mitchell as Global Brand Vice President

Yesterday McDonald’s appointed Colin Mitchell as global vice president for the McDonald’s brand. In the new role, Mitchell will move to Chicago and take responsibility for communicating McDonald’s brand vision and positioning throughout the company’s global organization. He will report to McDonald’s global CMO Silvia Lagnado

The appointment comes amidst a creative review which McDonald’s launched in April in an effort to consolidate its U.S. ad business. WPP subsequently dropped out of the review last month, citing unusual financial demands and leaving Omnicom’s DDB and Publicis’ Leo Burnett as the remaining finalists.

The two agencies are completing the final stage of the pitch this week. In May, various sources told Adweek that McDonald’s had made “unheard of” demands of its potential agency partners, which must allegedly operate at cost for all future projects as part of a contract that forbids agencies to make a profit without meeting certain unnamed performance goals.

Mitchell arrives at McDonald’s from Ogilvy & Mather, where he has spent the past sixteen years. Most recently, Mitchell served as worldwide head of planning at the agency in a role he has held since February of 2008. While with Ogilvy & Mather, he has worked with brands including  IBM, Coca-Cola, BlackRock and Cisco. Mitchell is also a board member of the Advertising Educational Foundation and the Advertising Research Foundation, as well as a Fellow of the Partnership for New York City.

“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,” Lagnado said in a statement. “His invaluable experience working with major global companies and his passion for brand vision and strategy will have a lasting impact in our business.”

Draftfcb Gives Oreos a ‘Dublin Twist’

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Following on the heels of the massively successful centennial “Daily Twist” campaign, Draftcb has teamed up with media agency PHD,  which won JC Decaux’s “Fame – The Agency Edition” competition and secured €150,000 of media space, for an outdoor campaign dubbed “Dublin Twist.”

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“Dublin Twist” celebrates unique landmarks and events around Dublin, by depicting them in the medium of Oreo. The fifteen “twists” include Oreo depictions of the maze at Iveagh Gardens, the Bram Stoker festival, the Hugh Lane Gallery, the Abbey Theatre, the Dublin Writers Museum, and others. Draftfcb London’s ECD David Harris describes the aim of the campaign: “Through the iconic images of OREOs, this campaign invites people to get together and discover the less well known, more unconventional parts of Dublin,” he said. The sixteenth and final “twist” on Dublin institutions will be based on a winning suggestion from one of of TheJournal.ie’s readers.

In addition to the aforementioned installations, the campaign will also transform Dublin public transportation. In addition to public bus wraps, a wrapped train called the Oreo Express will dispense Oreo samples at Dublin’s Pearse Station. That is going to make some kids very, very happy. On October 28th, the brand will support runners of the Dublin Marathon with a good luck message and goody bag contribution. The campaign runs through November 4th and also includes print, experiential and social media aspects.

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The “Dublin Twist” campaign is a fun and playful extension of the idea from a successful (also fun and playful) campaign. It’s really a can’t miss. What’s not to like about minimalist interpretations of a city’s lesser-known landmarks and events, depicted using only Oreo cookies? Let’s hope Oreo continues this “twist” trend further, as it has worked excellently for the brand and offers a seemingly endless array of possible variations. Credits and more images after the jump continued…

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Here’s the Ogilvy Memo Regarding E*Trade Win

By now, word is out and widespread that Ogilvy has taken the reins on the E*Trade account, which WPP sibling Grey NY of course resigned at the end of June. Whether they keep the baby or not is a story yet to be told, but according to the Spy line, O&M was one of the frontrunners on the business from the get-go. Anyhow, we’ve read recently installed E*Trade CMO Liza Landsman‘s perspective. Now, let’s pass the mic and read Ogilvy’s courtesy of New York COO Lou Aversano. Read on below and after the jump.

“ALL NA STAFF

July 23, 2013

E*TRADE

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