DIARY: We're lovin' the McD's pic with extra cheese

Sadly, Campaign's upcoming Book of Lists won't be carrying the year's ten cheesiest PR pictures. If so, this would undoubtedly have topped the poll by a mile.

This corker came into our possession when we asked McDonald's for a shot of its global chief marketing officer, Larry Light.

Here we see the genial Light (far left), a one-time adman whose passion for his brand may stop short of donning a red wig and painting his face white. But only just.

Indeed, those with some of the longest memories in the business may recall the stories of Light, the one-time global account chief on Mars at the then Ted Bates, bringing himself to tears when describing the strategic repositioning of Snickers.

Light, a Canadian with a reputation as an intellectual, rose to power at Bates by cultivating Forrest Mars, the domineering boss of the confectionery-to-petfoods giant.

The famously frugal billionaire was said to approve of Light's down-to-earth style.

"Larry always wears the same blue suit every day and his buttons are always popping," a Bates executive said at the time. "To Forrest he's a man of the people."

Doubtless such qualities will come in handy as Light attempts to get consumers lovin' the Golden Arches again in the wake of under-investment in its restaurants and concerns about the healthiness of its products.

Thumbs up? Better to keep fingers crossed.

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