witness statement



name: John Hawkes
section: Advertising
for: The Prosecution
experience: Chief Marketing Officer of McDonald's Restaurants Limited

summary:


cv:
Joined McDonald's in October 1982 as a Marketing Assistant.
promoted to Assistant Marketing Manager and then Marketing Manager acting as Deputy to Michael Hayden.
Transferred from McDonald's Restaurants Limited to McDonald's Development Company ("MDC") where he was Director of Marketing. In this position he advised local McDonald's marketing staff in various European countries on their marketing. He also had a central responsibility in Europe for organising European training sessions and assisted with Pan-European Promotions Promoted to Chief Marketing Officer of McDonald's Restaurants Limited in 1994


full statement:
  1. I am the Chief Marketing Officer of McDonald's Restaurants Limited to which position I was promoted in January 1994 after the previous Chief Marketing Officer, Michael Hayden, left the Company.
  2. I joined McDonald's in October 1982 as a Marketing Assistant, following which I was promoted to Assistant Marketing Manager and then Marketing Manager acting as Deputy to Michael Hayden.
  3. In October 1992 I transferred from McDonald's Restaurants Limited to McDonald's Development Company ("MDC") where I was Director of Marketing. In this position I advised local McDonald's marketing staff in various European countries on their marketing. I also had a central responsibility in Europe for organising European training sessions and assisted with Pan-European Promotions.
  4. From my experience of working at MDC I can confirm that the McDonald's marketing practices, philosophies and responsibilities are the same throughout Europe, subject to local laws and cultural variations.
  5. I have read the statement prepared by Michael Hayden together with the pleadings in the action produced by the defendants and in particular that part of the pleading of justification headed "Advertising Aimed at Children". I have asked our external advertising agency to check the advertising expenditure of McDonald's recorded in Michael Hayden's statement and subject to the following minor amendments which I set out below, I endorse all the comments made by Michael Hayden in his statement..
  6. In paragraph 5 the figures for advertising expenditure are as follows:

1987 27.26%

1988 22.18%

1989 22.49%

1990 14.67%

1991 14.22%

1992 14.66%

7. In paragraph 15 the London region spent 11.8% of its overall expenditure on advertising with children in mind, with the remainder being 88.2% not 87.9%.

8. In paragraph 16 the Manchester region spent 17.87% of its budget and the Central Scotland region spent 17.9%.



date signed: 15 February 1994

status: Appeared in court

references: Not applicable/ available

exhibits: Not applicable/ available

transcripts of court appearances:

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