McDonald’s has promoted its UK head of communications Mike Love to
the executive group, giving him the new title vice-president
Love’s appointment, made this week, marks the first time the fast food
chain has promoted a PR person to executive level. He will continue to
report to senior vice-president and chief marketing officer John Hawkes,
who sits on the nine-strong UK board.
McDonald’s public image suffered during its libel trial against two
environmentalists which ran from 1994 through to June this year, however
it won accolades for its confident approach to the BSE crisis.
Love said his promotion was due to a steady growth in the importance of
communications to the company’s corporate and public policy decision
making. ’We’ve taken on a more corporate, central role than in the
past,’ he said.
He joined McDonald’s in early 1994 as head of communications. Previously
he spent five years as political agent for Baroness Thatcher, as part of
a 13-year stint as an agent for Conservative Party members.
Love will continue to oversee the 12-strong in-house PR team and
co-ordinate nine external agencies in the UK and the republic of
In February this year McDonald’s split its estimated pounds 400,000
public relations spend among seven agencies: Fishburn Hedges,
Countrywide Porter Novelli, The Red Consultancy, Burson-Marsteller,
Luther Pendragon, Camargue and The Communication Group.