McDonald’s CMO Jenni Dill departs

McDonald’s is on the hunt for a new chief marketing officer, after Jenni Dill departed the organisation.

Dill replaced Mark Lollback – now the CEO of WPP AUNZ’s Group M – back in 2016.

Dill has moved on from McDonald’s 

Prior to McDonald’s, Dill spent a large part of her career with the Pepsi Co group of companies, with roles in Australia, New York and the UK.

A spokesperson told Mumbrella Dill had made the decision to pursue new career opportunities outside of McDonald’s.

“Over the last four years with Macca’s, Jenni has been instrumental in building a strong team of marketers, leading the creation of big communication platforms for the brand, driving focus on Macca’s iconic core products and enabling rapid digital acceleration,” the McDonald’s spokesperson said.

“We thank Jenni for her contribution, enthusiasm and commitment to the McDonald’s business, and we wish her well in her future endeavours.”

McDonald’s said it would appoint a new CMO in due course.

Under Dill’s leadership, McDonald’s has consolidated its agencies, bringing all of its media together under OMD in 2017. 

Creatively, the agency works with DDB Sydney, which also recently picked up the brand’s digital and social responsibilities, previously handled by VMLY&R.

Campaigns executed during Dill’s tenure include an outdoor execution capitalising on Aussie slang, and how it’s used to refer to McDonald’s products, as well as campaigns pushing McCafe’s coffee and customer service credentials.

The campaign was executed around Australia Day in 2019

A campaign, titled ‘Go Full Summer’ back in 2017, caught the ire of some consumers, who took complaints to Ad Standards, claiming the ad promoted paedophilia and showed ‘disturbing’ images of children.

At the time, McDonald’s contended that banning the ad would set a dangerous precedent.

“This is not an advertisement which should alarm the Advertising Standards Board. If the Board were to uphold the complaint, it would set a precedent that brands cannot use young children to market their children’s swimwear collection, or use any young children in their marketing who are wearing swimwear – no matter how authentic the portrayal of the child is,” McDonald’s said.

Ad Standards dismissed the complaints, noting the campaign relied on a tone of innocence and fun, and was not suggestive or sexual in any way.

Dill, who recently joined the the Ad Standards board, has been approached for comment.


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