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MCADVERTISING MAY SEE SOME TWEAKS: 'DID SOMEBODY SAY?' NEEDS BOOST, EXECS CONCEDE.
Crain's Chicago Business, May, 1999 by KRAMER, LOUISE
Did somebody say new advertising? At a meeting earlier this month of McDonald's Corp. executives and franchisees, Keith Reinhard, chairman of DDB Worldwide, the burger giant's lead ad agency, is said to have conceded that the theme line, "Did somebody say McDonald's?" is not the best it can be.
According to an executive who attended the meeting, Mr. Reinhard said DDB is "starting the process" of changing the advertising, which could happen by yearend. Mr. Reinhard indicated the agency is "working on the next evolution because they have not optimized what it might be," the attendee said. Another executive at the meeting said, "They may keep the line for a while, but the execution is going to change. It will be more like it used to be, more goosebumpy."...
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