(USNewsBreak.com) – McDonald’s is one of the most popular fast-food chains in the world, with nearly 42,000 locations globally. However, two decades ago, it was in quite a slump — so much so that the company brought on a new marketing chief to help boost its sales. He succeeded, but a new report says he recently passed away.
On June 24, Marvin Lawrence Light, known to friends and colleagues as Larry, passed away in Boca Raton, Florida, from aspiration pneumonia. His daughter, Laura Light, confirmed that he had died, listing Parkinson’s as a secondary cause, according to The New York Times. He was 83 years old.
Light initially went to school to study psychology but made his name in advertising straight out of college. He worked his way up through a series of advertising agencies before founding his own company, Arcature, where he spent more than three decades advising top global companies.
Light’s biggest claim to fame came in the early 2000s. In 2002, McDonald’s brought him on as its chief marketer, hoping his branding experience would help the company boost its stock, profits, and advertising. He felt imminent pressure that the board of directors would show him the door if his methods failed.
In 2003, he held a competition and invited 14 advertising agencies to submit their best ad campaigns. Eventually, a German company, Heye & Partner, became the winner. Their campaign birthed the company’s current slogan, “I’m Lovin’ It.” It had an immediate impact.
In 2004, McDonald’s saw a lot of growth and capitalized on young stars, including skateboarder Tony Hawk and singer Justin Timberlake, to help successfully expand the brand. Light spoke with Advertising Age that same year and said, “In less than one year, people’s attitudes changed from giving us the cold shoulder to becoming suddenly cool.” The company also made significant menu changes, including eliminating the “supersize” items.
Light leaves behind his wife, Joyce, his two daughters, Laura and Michelle, two grandchildren, and his brothers Bruce and Irwin.
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