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experience:
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Chief Marketing Officer of McDonald's Restaurants Limited |
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summary:
McDonald's marketing practices, philosophies and responsibilities are the same throughout Europe, subject to local laws and cultural variations. Hawkes has read the statement prepared by Michael Hayden together with the pleadings in the action produced by the defendants, particularly the part of the pleading of justification headed "Advertising Aimed at Children". Hawkes has asked McDonald's external advertising agency to check the advertising expenditure of McDonald's recorded in Michael Hayden's statement and endorses all the comments made by Michael Hayden in his statement.
cv:
Joined McDonald's in October 1982 as a Marketing Assistant.
promoted to Assistant Marketing Manager and then Marketing Manager
acting as Deputy to Michael Hayden.
Transferred from McDonald's Restaurants Limited to
McDonald's Development Company ("MDC") where he was Director of
Marketing. In this position he advised local McDonald's marketing staff in
various European countries on their marketing. He also had a central
responsibility in Europe for organising European training sessions and assisted
with Pan-European Promotions
Promoted to Chief Marketing Officer of McDonald's Restaurants Limited in 1994
full statement:
- I am the Chief Marketing Officer of McDonald's Restaurants Limited to
which position I was promoted in January 1994 after the previous Chief Marketing
Officer, Michael Hayden, left the Company.
- I joined McDonald's in October 1982 as a Marketing Assistant, following
which I was promoted to Assistant Marketing Manager and then Marketing Manager
acting as Deputy to Michael Hayden.
- In October 1992 I transferred from McDonald's Restaurants Limited to
McDonald's Development Company ("MDC") where I was Director of
Marketing. In this position I advised local McDonald's marketing staff in
various European countries on their marketing. I also had a central
responsibility in Europe for organising European training sessions and assisted
with Pan-European Promotions.
- From my experience of working at MDC I can confirm that the McDonald's
marketing practices, philosophies and responsibilities are the same throughout
Europe, subject to local laws and cultural variations.
- I have read the statement prepared by Michael Hayden together with the
pleadings in the action produced by the defendants and in particular that part
of the pleading of justification headed "Advertising Aimed at Children".
I have asked our external advertising agency to check the advertising
expenditure of McDonald's recorded in Michael Hayden's statement and subject to
the following minor amendments which I set out below, I endorse all the comments
made by Michael Hayden in his statement..
- In paragraph 5 the figures for advertising expenditure are as follows:
1987 27.26%
1988 22.18%
1989 22.49%
1990 14.67%
1991 14.22%
1992 14.66%
7. In paragraph 15 the London region spent 11.8% of its overall expenditure
on advertising with children in mind, with the remainder being 88.2% not 87.9%.
8. In paragraph 16 the Manchester region spent 17.87% of its budget and the
Central Scotland region spent 17.9%.
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date signed:
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15 February 1994
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status:
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Appeared in court
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references:
Not applicable/ available
exhibits:
Not applicable/ available
transcripts of court appearances:
related links:
