McDonald's Marketing Timeline By Jaden Barbee Feb 1, 1997 Fallen Leaves Golden Arches soon after Arch Deluxe work Jul 1, 1997 DDB Needham wins bulk of McDonald's national ad business from Burnett Aug 1, 1997 Burnett prepares for changes after losing $300 million in McDonald's business Oct 1, 1997 McDonald's shifts national media buying account for adult advertising to DDB Needham from Leo Burnet May 1, 1999 Keith Reinhard talks about evolving the "did somebody say McDonald's" Advertising Apr 1, 2000 DDB Needhams "We love to see you smile" wins with franchisees Jul 1, 2002 Paul Schrage agrees to return to McDonald's as a consultant Sep 1, 2002 Larry Light is named global CMO Jun 1, 2003 "I'm Lovin' it" is announced as McDonald's new marketing theme Nov 1, 2003 McDonald's appears poised to consolidate global media with OMD Sep 1, 2013 U.S. CMO Neil Golden plans to step down in early 2014 Mar 1, 2014 Deborah Wahl begins as U.S. CMO Aug 1, 2014 Leo Burnett wins pitch for brand refresh Jun 1, 2015 Silvia Lagnado Named Global CMO Oct 1, 2015 Leo Burnett and DDB shared the all day breakfast work with other agencies, with Burnett going first
