June 29, 2016 McDonald’s Corporation announces today the appointment of Colin Mitchell to the position of Global Vice President, McDonald’s Brand, reporting to Silvia Lagnado, Global Chief Marketing Officer.
In this role Colin will be responsible for articulating the McDonald’s brand vision and positioning, and inspiring and guiding the organization to reinvigorate the Brand globally. He will be tasked with impacting major pieces of the McDonald’s Brand, including advertising, visual identity and packaging.
Mitchell joins McDonald’s from Ogilvy&Mather, where he has spent the last 16 years working to shape brand vision for major global brands such as IBM, Coca-Cola, Cisco, BlackRock and many more. Most recently he served as Ogilvy’s Worldwide Head of Strategic Planning and a member of the Worldwide Operating Board, helping build the agency’s recognition as the “Most Effective Agency Network” as recognized by the Effie Index.
“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. “His invaluable experience working with major global companies and his passion for brand vision and strategy will have a lasting impact in our business.”
A native of Scotland, Colin has worked in London and then New York City for the past 20 years. He has a degree in English Language and Literature (UK), has published several articles and spoken widely on brand strategy. He is a board member of the Advertising Educational Foundation, the Advertising Research Foundation and is a Fellow of the Partnership for New York City. Colin will be moving to Chicago with his wife and three children.
McDonald’s is the world’s leading global foodservice retailer with over 36,000 locations serving approximately 69 million customers in over 100 countries each day. More than 80% of McDonald’s restaurants worldwide are owned and operated by independent local business men and women.