Hamburger giant McDonald’s has ended its nine-month search for a
European communications director with the appointment of Alessandra di
Due to take up her post on 3 February, di Montezemolo succeeds Martin
Campiche who quit the fast food chain in April. Campiche left after more
than six years with McDonald’s to join Motorola as its corporate
communications director for Europe, the Middle East and Africa.
Di Montezemolo was previously head of McDonald’s’ public relations in
Italy. In her new role she will be based in Paris - rather than London,
which was Campiche’s base - and will report to the company’s director of
international communications Melissa Oakley. Her main responsibility
will be to co-ordinate the company’s public relations efforts across
Europe and to advise McDonald’s’ national PR chiefs.
’She will consult with them on a strategic level and help develop the
synergies between the different countries,’ said Oakley.
However, local agency arrangements - including the PR review underway in
the UK (PR Week, 10 January) - remain the preserve of the national PR
Di Montezemolo’s appointment coincides with huge expansion plans
unveiled by McDonald’s this month. The company plans to open 2,500
restaurants worldwide this year, including 100 in the UK at a cost of
pounds 116 million.