swiped from GMI withOUT clicking/reading the article - including
Deborah Wahl appointed Cadillac Marketing Officer
...Wahl did a 17-month stint as CMO of Chrysler and held several marketing and communication roles at Ford Motor Co. She also spent six years in marketing at Toyota Motor, including at Lexus.
Cadillac President Johan de Nysschen cited Wahl's "proven track record of building successful global brands" in naming her last week to replace Uwe Ellinghaus, who left at the end of last year. She'll work out of the brand's New York headquarters starting March 26.
Wahl, 55, returns to the auto industry after nine years away. She was CMO of homebuilder PulteGroup before becoming the top marketer at fast-food giant McDonald's USA. She left McDonald's 10 months ago as part of a management shake-up.
[ Of all them, Chrysler is the only one with remarkable ads. But they've had pretty good ads for quite a spell now
In the immediate aftermath of Wahl's departure, she was being given credit by some observers for the introduction of the all-day breakfast. But that idea had been floating around long before Wahl arrived early in 2014. And with Easterbrook increasingly desperate to effect change at any cost at McDonald's, he finally greenlighted it.
Wahl's biggest initiative happened early in her tenure — a refresh of the rather worn-out "I'm Lovin' It" ad campaign. Wahl made two long-time McDonald's agencies — DDB Chicago and Leo Burnett Chicago — battle each other to get the project. The winner was Burnett.
But the launch of the Burnett campaign in early 2015 was a disaster.
An elaborate press conference was scheduled to introduce the campaign. But then the plug was suddenly pulled on that event at the very last minute. The feeble reason given for that abrupt cancellation was Wahl's scheduling conflict. But it sure didn't ring true.
The subsequent "I'm Lovin' It" work from Burnett was a mixed bag of animation and product-oriented stuff that never fully gelled into a coherent brand platform for McDonald's.
The only other major marketing development during Wahl's three-year tenure was the debut of the dedicated McDonald's ad shop, We Are Unlimited.
And the more time that passes since the new agency opened its doors last November, the more it appears Easterbrook was really calling the shots on that change, which necessitated dropping DDB Chicago and Burnett from the McDonald's agency roster...
[ Looks like a remarkably mediocre resume, on a good day. Just the thing so sorely needed for GM's/Caddy's Dead-But-Not-Autopsied half-fast ad efforts!