Back in the black

Last night, ad exec Jill McDonald of McDonald's was named the UK's top marketer at the Marketing Society Awards for Excellence, beating Phil Rumbol, the man behind the Cadbury Gorilla campaign.

Following her arrival in 2006, McDonald led a brand turnaround in the UK and Northern Europe, reports The Guardian.

According to the executive, McDonald's "lost its confidence over a number of years" and "stopped listening to both customers and detractors."

"I wanted more rigour and discipline about how we make ads, more consumer input. We had lost that engagement and for a period our advertising wasn't that strong," McDonald said.

Under her watch, McDonald's started providing qualifications for degrees and certificates; healthier menu offerings; and allegiances with companies like the Rainforest Alliance. She also advocated the launch of free wi-fi and using bio-diesel — from McDonald's own cooking oil — to fuel vehicles.

And consumer groups and parent feedback drove the company to "[change] how and what we market to children," McDonald added.

McDonald's has fared well Stateside, too. Starbucks launched a loyalty program, in part to combat the brand erosion it has suffered from McDonald's surprisingly successful coffee offerings. Last March, McDonald's employees were encouraged to start writing burger blogs.