Chris Brown departs McDonald’s, replacement CMO named
McDonald’s Australia has appointed Annabel Fribence as its new chief marketing officer with Chris Brown departing the business in May.
Brown has been at the helm of Macca’s marketing for the past four-and-a-half years. Under his leadership, the quick service restaurant (QSR) launched the My Macca’s Rewards program, rebranded and relaunched McCafé, and introduced other initiatives including the Loose Change Menu and McSmart Meal.
On Monday afternoon, he announced his departure, citing the need to “explore new opportunities”.
Chris Brown is departing McDonald’s
“I have thoroughly enjoyed my time at Macca’s and it’s been one hell of a ride! We’ve achieved significant success and launched new platforms and capabilities,” he said in a media release.
“The plan is strong, the future is bright, and it is now the right time for me to move on to the next challenge.”
Brown joined Macca’s in 2020, returning to Australia for his first client-side role after a six-year stint in New York as DDB NY’s president and CEO and R/GA’s SVP and group MD.
Before moving to New York, he spent 12 years with DDB Group Australia, including as CEO, and over five with BMP DDB London.
Brown was very familiar with the Macca’s business, having serviced the brand during his time with the local agency.
Taking his place as chief marketing officer is Annabel Fribence, who returns to the QSR from Westpac Group.
She previously spent two years at Macca’s from 2009-2011, as a senior brand and strategy manager. During her time there, she was responsible for the Family and Happy Meal portfolio.
Other experience in the sector includes nearly nine years with KFC, including as acting CMO for Australia — where she led the now iconic ‘Shut Up and Take My Money’ brand platform — and CMO for Asia Central.
Most recently, Fribence has spent the past three-and-a-half years with Westpac Group as its chief brand and marketing officer.
“Chris has had a significant impact on our brand over the past four and a half years, and while I am disappointed I will not have the opportunity to continue to partner with him, I am incredibly grateful for the legacy that he leaves behind,” CEO and MD of Macca’s, Joe Chiczewski, said in the release.
“With Chris’s departure, I am excited to welcome Annabel Fribence back to the McDonald’s family. In getting to know Annabel, it was clear that her creative capability and her customer-centric and strategic mindset will serve us well.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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