McDonald's Corporation

Don Thompson - President, COO, McDonald's Corp.
Jan Fields - EVP, COO, McDonald's USA
Neil Golden - SVP, CMO, US
Marlena Peleo-Lazar - VP, CCO
Peter Sterling - VP, Media

DDB Chicago *Lead Agency

Don Hoffman - EVP, Managing Director
Carey Beck - VP, Acct. Director
Bill Cimino - SVP, Group Creative Director
Todd Nonken - SVP, Group Business Director
Pat Swindle - SVP, Group Strategy Director

Tribal DDB

In 2003 there was not a lot of joy at the company that actually has a Chief Happiness Officer. McDonalds business was in decline and under attack from analysts and popular media. The truth is we had lost our emotional advantage with consumers and it was time for a bold move. Our now famous campaign, Im lovin it tapped into their unspoken love for the brand and the simple everyday moments that add up to a great life. The rest is history: sales gains for 32 consecutive quarters.