McDonald's has appointed its financial controller Matthew Howe as
UK marketing director and promoted incumbent John Hawkes to the new role
of European group marketing officer, as it strives for greater
consistency across its European markets.
Hawkes, who has been chairman of McDonald's European marketing board for
the past year, will be responsible for developing pan-European marketing
initiatives and facilitating greater liaison between countries. Agency
relationships will continue to be managed on a local level.
Howe has never held a pure marketing position, although as financial
controller he had responsibility for "value strategies" such as price
promotions. In his new role he will oversee UK ads and promotions and
decide whether to replace head of marketing, Frank Stanton, who is
returning to Wales as a franchisee.
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