6: Larry Light, Exec VP-global chief marketing officer McDonald's Corp. Ad budget: $1.37 billion.(Special Report: Power Players)(Vice President)(Brief Article)

Advertising Age, October, 2004

AGENCY ROSTER INCLUDES: Havas' Arnold Worldwide, Boston. Omnicom's DDB Worldwide, Chicago; Tribal DDB and OMD Worldwide, both New York. Publicis' Leo Burnett USA and Burrell Communications Group, both Chicago. Omnicom-backed Del Rivero Messianu DDB, Coral Gables, Fla. Mother, New York. InLine Media, Denver.

POWER PLAY: Investors and consumers clearly are lovin' the changes McDonald's has made to revitalize the Golden Arches, and Mr. Light, 62, is a key player in the effort. Systemwide same-store sales are up about 8.4% year-to-date and continue to surprise Wall Street as the chain overlaps increasingly difficult same-store sales, both incrementally and at the expense of rivals.

DOWNSIDE: The biggest challenges still lie ahead as the McGuru faces...

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