OAK BROOK, IL: McDonald's sees PR as a key part of its overall marketing plans in 2004, particularly as it rolls out its successful salad offerings to countries in Europe and elsewhere.
"We can no longer just rely on advertising to deliver our message," said Larry Light, EVP and global chief marketing officer, during a press conference to announce some new package designs for the world's largest fast-food chain.
McDonald's has dubbed its new marketing effort "Rolling Energy." The effort ...