Word: shaking
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...faux "creative superstar." Sample: an older couple necking on a couch. The campaign, designed to reach the crucial twentysomething age bracket, has helped lift the brand's supermarket sales 12% since January. Says Scott Donaton, executive editor of Advertising Age: "Fallon likes to take the status quo and just shake the hell out of it." But being risky doesn't necessarily mean being effective. Fallon's work for McDonald's Arch Deluxe featured kids frowning at the prospect of an "adult" hamburger. So too did the grownups. The burger bombed. McDonald's parted company with the upstart and picked...
...would assign one person in the group to salute lefthanded. A thicket of arms would snap up in the regulation manner, accompanied by an enthusiastic chorus of "Good morning, SIR!" Sometimes, Lieut. Sweeney would pause after he passed us, look puzzled for a moment and then shake his head and move on. But the notion that we could have an impact on his mental health was wishful thinking...
...pressure led to a shake-up last October, when McDonald's CEO and chairman Michael Quinlan brought in Greenberg. He carries an unlikely pedigree--he was an attorney and accountant at Arthur Young who moved over to his client, McDonald's, as chief financial officer in 1982. He spent lots of time building the financial structures needed for the company's overseas development, but has little experience in burger warfare. That's part of his charm. "I don't feel defensive," he says...
Chris Offutt is a prize-winning short-story writer (Kentucky Straight), and in his tough, funny, sometimes brilliantly written first novel, he can't quite shake the habit. The Good Brother (Simon & Schuster; 317 pages; $23) could not be simpler or more direct in its narrative plan: a good man, Virgil Caudill, caught in a crushing predicament not of his making, commits a murder that seems unavoidable, abandons his home in the Kentucky hill country and survives precariously in Montana. The pages that narrate this contain no misdirection, no writerish word tasting, not even a flashback or shift in point...
...some pitfalls for the Pentagon. "Ralston is the kind of chairman the Pentagon wants, a status quo guy. Marine General John Sheehan, who currently runs the U.S. Atlantic Command in Norfolk, Virginia, is the next obvious choice. But he's something of a radical, who wants to seriously shake up the military. Now, they need to find another status quo guy. That could be tough...