McDonald’s has promoted its top marketer, John Hawkes, to a newly created European role, in a move that is likely to result in increased pan-European marketing activity.
Hawkes moves from the position of senior vice-president and chief marketing officer to European group marketing officer. A McDonald’s spokeswoman says the role is a “natural progression” for Hawkes, who was previously chairman of the company’s European marketing board.
Hawkes will be responsible for pan-European marketing initiatives, suggesting that McDonald’s is planning to increase the amount of pan-European advertising it does.
It traditionally creates individual campaigns for each market.
Financial controller Matthew Howe takes over Hawkes’ former role. Howe, who has been in the company since 1991, does not have a marketing background, but the spokeswoman says he has worked closely with the marketing department on special projects.
McDonald’s is still looking for a head of marketing after Frank Stanton left to become a franchisee for the chain. McDonald’s has not yet decided whether to replace him, but if it does, it is likely to be through internal promotion, as the company prefers to promote staff through the ranks (MW December 20, 2001).