Tim McHale, CEO of Underscore Marketing, a new agency specialized in cross-media marketing, is also a sometimes poet on industry events. Here's his latest work, on the recent news that McDonald's has decided to shift dollars from TV to online (click MORE below).

An Ode to Mickey Dís

Wonít it be real funny, inevitably

When new media makes McMoney, comfortably

Energizing our keyboard fingers, nutritionally

While teach Mad Ave. a lesson, ironically

Will Big Macs be integrated, with this next upfront

& pave the way for 6th Ave, to finally confront

Corrupt Agency/Network advice, once kings of the hunt

Now lap dogs of accountants, if one may be blunt

"Want fries with that" click here, get delivery

& change the world of messengers, historically

Speed service, meals & life, invariably

As we use our food tray desktops, behaviorally

You really have to hand it to, our Mcburger kings

As the ìbreak deserved todayî soon makes, ecommerce cha-chings

ìMay I take your (virtual) order,î will be tomorrow's rings

Making KFCís checkout carts, follow soon with wings

With Coke now & Big Mac, budgets soon super-sized

Force TV ratings to be, ARFíed as lies

Nielsenís Neanderthal measurement, has more fat than fries

As faith in People meters, expeditiously dies

As Golden Arches signs already say, ìBillions servedî

Its double meaning will inspire, brands to become unnerved

To open up their minds & force them, to conserve

Their cynicism about new media, never quite deserved

We salute McDís evangelist, the great Commodore Perry

Neilís patient faith & wisdom, have made us all real merry

What advances come tomorrow, must be thought-out & very

Grounded in ROI (& whip cream,) if our parfaits are berry :>)

Thereís still much work ahead, so our intent must toughen

To increase new media shares, our resolute must roughen

Doing things the old way, now clearly huffin' & puffin'

If breakfast ìclick hereî options will include McMuffin

IAB Cross Media studies show, they sell thick-shakes well

As good as Ray Krocís shake powder, which today does tell

That McDonald's QSC&V* formula, will now help sell

The best practices in new media, where we all must dwell

*Quality, Service, Cleanliness and Value