Chris Brown Exits McDonald's Australia, Annabel Fribence Becomes CMO

After four and a half years as chief marketing officer, Chris Brown will step down as chief marketing officer in May to explore new opportunities.

As a result of Chris’ departure, Annabel Fribence will rejoin McDonald’s Australia as CMO. Annabel first worked at McDonald’s Australia between 2009 – 2011, when she was responsible for the Family and Happy Meal portfolio.

She was most recently CMO at Westpac, spanning Westpac, St George, Bank of Melbourne, and Bank SA, a role she left in January. During her tenure, she integrated Westpac into culture through partnerships with the NRL, NRLW, the Blues, and Maroons.

She joined Westpac in 2021 from KFC, where she spent nine years leading the brand across Australia and Asia. Annabel led the launch of the infamous 'Shut up and Take My Money' campaign, driving brand love with key consumer groups and increasing sales and transaction volumes.

"I love retail – the pace, the product, the customer experience, and the teamwork needed to deliver – so I’m beyond delighted to be rejoining the McFamily," Annabel wrote on LinkedIn.

"Macca's is part of the Aussie DNA. A road trip isn’t a road trip without a Macca's run. Growing up, the ultimate treat was a visit to McDonald’s Jolimont, Perth, and today my kids beg for a McFlurry after school. So, having the opportunity to help build this iconic brand and strengthen its place in the hearts of all Australians is an incredible privilege – and it’s fair to say my street cred at home has just skyrocketed."

During his time at McDonald's, Chris launched the first-ever Australian Famous order with The Kid Laroi, introduced new menu innovations including bringing The Grimace Shake and the McCripsy to the market, leading Cannes award-winning campaigns for the Big Mac ‘Original Mouthful’, winning numerous Effies, and establishing partnerships with Peter Alexander, the AFL, and 'Squid Game'.

Chris also led the launch of the MyMacca’s Rewards program and re-launch of McCafé, and drove McDonald’s value credentials through the re-launch of the Loose Change Menu and McSmart Meal.

"I have thoroughly enjoyed being the CMO and chief customer officer at this iconic brand. It’s been one hell of a ride," Chris wrote on LinkedIn.

"From Covid to Cyclones, a ‘Cost of Living Crisis’, working with three different CEOs, growing the business to $7.5billion sales, selling 1 in 4 coffees, the successful launch of one of Australia’s most popular loyalty programs, achieving our highest ever brand scores, driving innovation, shaping the overall CX strategy, bringing Grimace to Oz and winning Effies and Cannes Lions. There’s also been many late night global calls, numerous road trips, Operator co-ops and large scale system meetings. The plan we’ve built is strong and seeing the great momentum we have is very satisfying.

"That said – I believe in driving growth at the personal level as well. It’s been a great journey for me and now is the time to do something new and allow Joe to build his new team for the next few years."

McDonald’s Australia CEO and MD Joe Chiczewski said, “Chris has had a significant impact on our brand over the past four and a half years, and while I am disappointed I will not have the opportunity to continue to partner with him, I am incredibly grateful for the legacy that he leaves behind.

“With Chris’ departure, I am excited to welcome Annabel Fribence back to the McDonald’s family. In getting to know Annabel, it was clear that her creative capability and her customer-centric and strategic mindset will serve us well.”

In January, LBB confirmed the entry of Wieden+Kennedy to the Australian market, setting up a Sydney outpost after winning a significant chunk of the McDonald's Australia creative account.

Wieden+Kennedy told LBB in an exclusive interview it will "find the unique fan truths that make McDonald’s special in that market." Wieden+Kennedy also works with McDonald's in the US and Canada.

The news followed LBB revealing McDonald's Australia had put a portion of its creative account up for pitch in October.