Matt Biespiel

Matt Biespiel

Sr. Director, Global Brand Development at McDonald's Corporation
Chicago, United States

Summary

Here's what you need to know about me in 110 words.

I believe that to be hyper-relevant, brands must have a clear purpose...beyond what they sell. I have led teams to define the purpose of a number of iconic brands: McDonald's. Visa, Olympics, Chevron, Cannondale. Growth today comes from understanding consumers around the world. I have deep experience in over 100 countries. Managing category defining brands requires unique skills; as does managing a turnaround. I've learned a ton about both. The best strategy in the world is nothing without authentic, engaging, exciting execution. I'm a strategic thinker with a portfolio of brilliant and enduring creative ideas. Innovation is the lifeblood to growth. I have made a career challenging conventional wisdom.

Positions

Sr. Director, Global Brand Development
McDonald's Corporation
April 2005 - Present (12 years 6 months)
Matt is the worldwide lead on developing the McDonald's brand. This work includes marshaling the organization’s resources to foster a stronger brand while driving demand among the 70 million guests that enjoy meals at McDonald’s every day. In this capacity, Matt leads a global team that are responsible for overseeing brand governance and standards, steering the thinking behind the iconic i’m lovin’ it advertising campaign, developing and deploying the graphic design narrative of McDonald’s packaging. His extended team includes three of the world’s most influential and awarded agencies: DDB, Leo Burnett, OMD, TBWA. He's created a "culture of creativity" resulting in McDonald's being one of the world's most effective advertised brands and honored by Cannes Lions as the 2014 Creative Marketer of the Year. Recently, he spearheaded imlovinit24: one of the most ambitious campaigns in the brand's storied history.
Managing Director Brand Development
United States Olympic Committee
2000 - 2004 (4 years)
If you watched the 2002 US Olympic Team march into the Olympic Stadium, then you saw the culmination of my work to better connect American Olympians with young consumers by branding the US Olympic Team with fashion forward apparel from Roots -- featuring the must-have item from the Olympic Games -- the beret.
Vice President, Advertising
Visa
1993 - 2000 (7 years)
Before there was "Priceless" there was Visa. It's everywhere you want to be. I was a central player in managing the longest running, most effective and most highly awarded advertising campaign in the history of credit card marketing. Also helped write the playbook on the showpiece in sports marketing: Visa's long-time partnership with the Olympic Movement.
Account Supervisor
Montevideo, Uruguay
1989 - 1993 (4 years)
Led brand team on Chevron that created the enduring campaign: Chevron. SimplySmarter.
Account Executive
Ogilvy & Mather
1986 - 1989 (3 years)
Account manager leading a variety of integrated marketing campaigns for multi-national and national corporations including: Compaq Computer Corporation, LTV, Enron, Metropolitan Transit Authority

Education

University of Oklahoma
1978 - 1983 (5 years)

BS

Southern Connecticut State University

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