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American Advertising Federation of Waco Presents:
McDonald's Brand, Then & Now
Featuring: Mark Carlson Senior Creative Director, US Marketing McDonald's Corporation
A brief summary of McDonald's brand advertising, from humble beginnings in the 60s to global campaigns of the 21st century. Part of the presentation will focus on marketing a global brand on a local level.
Mr. Carlson is a 1982 Graduate of the College of Design at Iowa State University with a BA in Graphic Design. He began his career learning the traditional elements of print production while working pre-press and design for printing companies. He later joined Kragie/Newell Advertising, now part of The Integer Group/Omnicom. In his 11-year stay at the agency, he worked his way from graphic designer to copywriter, producer, director, and finally Creative Director, working for such advertisers as NAPA Auto Parts, Chevrolet, Firestone, and McDonald's.In 1998, he joined McDonald's Corporation's world headquarters in Oak Brook, IL, and works with dozens of agencies in the development and approval of creative for all media. His position gives him the challenging responsibility of "brand steward," coordinating the efforts of local and national advertising. He managed the redesign and implementation of McDonald's global packaging systems in 2004 and 2008, and has twice been awarded the "Field MVP" for his collaborative efforts with McDonald's 22 regions of Field Marketing.Mark has won numerous local and regional awards for his creative work (ADDY, Telly), and the advertising his agencies have created for McDonald's have won too many national and global awards to list. He has been active in local chapter activities of the American Advertising Federation, and has served for fifteen years as an ADDY judge and keynote speaker. He currently serves on the Joint Policy Committee of the ANA/AAAA (Association of National Advertisers/American Association of Advertising Agencies), negotiating the commercials contracts with the actors and musicians unions.