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McDonald's is Lovin' new media

In her 18 months as McDonald's global marketing chief, Mary Dillon has added a whole new range of items to the fast-food giant's marketing menu, including YouTube, webisodes, podcasts and cell-phone text messaging (in Japan). These moves are all part of her effort to put a fresh, new-media spin on the brand's "I'm lovin' it" message. Chicago Tribune (03/25)