April 30th, 2012
McDonald's tying Summer Olympics to new effort to promote children's well-being
By Emily Bryson York
A year into the job, McDonald’s Global Chief Brand Officer Kevin Newell said he’s focusing on making more engaging ads, aggressively developing menu items and fostering what he calls “children’s well-being.”
“Most people when they talk about children’s well-being, they go immediately to the food, but … it’s also about education and activity,” Newell said. “And the Olympics will set us up very nicely to launch a few things around children’s well-being.”
To get there, Newell, 55, is looking to leverage the company’s top sponsorship of London’s Summer Olympic Games that begin in July, launching a global exercise initiative for children that’s expected to remain active after the games have concluded.