Retail in Asia

In People

Ogilvy’s Colin Mitchell moves to McDonald’s as global brand VP

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Colin Mitchell has joined McDonald’s new position as global vice president of brand after spending the past 16 years at Ogilvy & Mather.

Mitchell has been with Ogilvy since 1999. He most recently served as worldwide head of strategic planning at the WPP shop.

Colin Mitchell McDonald's
Colin Mitchell

In his new role, he will report to McDonald’s global chief marketing officer Silvia Lagnado and will be tasked with articulating the fast-food chain’s brand vision and positioning. He will also be charged with “impacting major pieces of the McDonald’s brand, including advertising, visual identity and packaging.”

The fast food giant said he would relocate to Chicago with his wife and three children. McDonald’s is also in the midst of a creative review of its business in the US, according to The Drum.

In April, the company announced the review, stating that it is “exploring solutions that will provide us with greater integrated strategic thinking, creativity and brand consistency across all our consumer touch points” in the US. Currently, Publicis Groupe’s Leo Burnett and Omnicom’s DDB share the account.