Mass Marketer
The lessons William Lamar learned in his political science classes, about how organizations and people interact, helped him become McDonald’s USA’s chief marketing office
Emerging from the elevator on the second floor of the headquarters of McDonald’s USA in Oak Brook, you’re greeted by an image of a young Pablo Picasso. The famous artist’s face stares intently from a poster prominently placed in the work space of those who market the fast food company’s products. The quote inscribed on the poster reminds those entrusted with promoting McDonald’s image that “Youth has no age.”
That slogan defines the present-day outlook of William (Bill) Lamar Jr. ’73 LAS, who currently leads all U.S. marketing efforts for McDonald’s USA, and draws on 25 years of experience in the travel, restaurant and packaged goods industries.
“Nobody wants to be associated with something that’s old and tired,” he explains. “With the introduction of the ‘i’m lovin’ it’ slogan, the idea is about being forever young. We wanted to be more relevant and contemporary. Those ideas permeate all that we do, along with a respect for our heritage.”
Lamar, 53, credits his education at UIC with widening his consciousness and awakening in him the desire to influence groups of people. In the ensuing decades, he has done just that, rising through the marketing ranks of Fortune 500 companies, such as Quaker Oats and United Airlines. In early 2005, Black Enterprise magazine named him one of its “75 Most Powerful Blacks in Corporate America.” It all seems far removed from his early days growing up on Chicago’s West Side. But in terms of his core values and approach to problems, he’s never really left home.
That slogan defines the present-day outlook of William (Bill) Lamar Jr. ’73 LAS, who currently leads all U.S. marketing efforts for McDonald’s USA, and draws on 25 years of experience in the travel, restaurant and packaged goods industries.
“Nobody wants to be associated with something that’s old and tired,” he explains. “With the introduction of the ‘i’m lovin’ it’ slogan, the idea is about being forever young. We wanted to be more relevant and contemporary. Those ideas permeate all that we do, along with a respect for our heritage.”
Lamar, 53, credits his education at UIC with widening his consciousness and awakening in him the desire to influence groups of people. In the ensuing decades, he has done just that, rising through the marketing ranks of Fortune 500 companies, such as Quaker Oats and United Airlines. In early 2005, Black Enterprise magazine named him one of its “75 Most Powerful Blacks in Corporate America.” It all seems far removed from his early days growing up on Chicago’s West Side. But in terms of his core values and approach to problems, he’s never really left home.
