Paul Schrage: The Man Who Made McDonald’s a Brand

Paul D. Schrage, who helped shape the face of McDonald’s for three decades, passed away at 90.

He began his journey with the fast‑food giant when Ray Kroc chose him to start the marketing department from scratch.
Schrage guided every campaign, from the iconic Golden Arches to the launch of Ronald McDonald and the hit Monopoly game.
He also forged ties with big events like the Olympics, World Cup, and even basketball star Michael Jordan.

Born in Chicago in 1935, Schrage studied business at Valparaiso and later earned a master’s in advertising.
Before joining McDonald’s, he worked for Yellow Pages, Quaker Oats, and several advertising agencies.

Kroc hired him in 1967 as the first chief marketing officer, and he stayed until 1997, returning briefly in 2002 as a consultant.

Marketing Innovation

Schrage changed how McDonald’s advertised.
He switched agencies to gain deeper oversight, bringing in Needham and Leo Burnett at different times.
He pushed for bold ideas like the “You Deserve a Break Today” slogan and the 1993 Super Bowl spot featuring Michael Jordan and Larry Bird.

Community Commitment

Beyond ads, he cared about community impact.
He encouraged franchise owners to support local sports and youth programs, making the brand part of everyday life.
He also helped fund Ronald McDonald House Charities and was a major benefactor to Valparaiso University, where he helped build the basketball wing.

Colleagues remember him as a mentor who demanded excellence and genuine love for the brand.
His legacy lives on in every McDonald’s store, every advertising campaign, and every community program he helped start.

Schrage died of natural causes on Jan. 28 at his home in Tempe, Arizona.
He is survived by his wife of 68 years, two sons, and five grandchildren.