Burnett poaches 141's Sonberg for McDonald's, Tiger

A veteran of the mobile phone category, having handled the Ericsson and Nokia accounts, Sonberg will initially focus on McDonald's regional and Singapore briefs. "Compared to the rest of the world, Asia is really about market penetration," said Sonberg. "McDonald's has a platform that has obviously been well established -- it's about moving away from 'I'm lovin' it' to a level where it's an emotional connection with consumers." Sonberg's background is predominantly below-the-line, but he noted that his experience of through-the-line work for Nokia would stand him in good stead for the task ahead. He reports to new Burnett Singapore managing director Phil McDonald.