Day 043 - 01 Nov 94 - Page 69
1 Nutrition. Before you look at it, can I ask you, do you
2 recall how, in fact -- you told it was not terminated
3 because of anything to do with the Attorneys General except
4 that one of them may have been changed in one respect -- it
5 did come to an end, the advertising campaign in the
6 magazines in 1987?
7 A. I think it ran its course. I mean, these kinds of
8 campaigns, especially on a specific issue, usually run on a
9 relatively shorter period of time than a long-term campaign
10 which would run over, you know, five or six years.
11
12 Q. You remember in that coloured version you have there it did
13 say at the beginning, I think, that it was intended to run
14 for the year?
15 A. Yes. Not only do I remember it ran for the year and it
16 also ran the year afterwards, and we have done this kind of
17 advertising on and off through 1991/1992.
18
19 Q. That said, can you turn to the second tab of this yellow
20 bundle?
21
22 MR. JUSTICE BELL: I think I would like to ask a question about
23 that. Have you known for some time that there has been an
24 issue in this case -- it is one of very many issues - as to
25 whether The Time campaign was cut short because of pressure
26 from Attorneys General?
27 A. Yes. Yes, I have had discussion about it.
28
29 Q. Has a search been made for any documentation, particularly
30 contemporary documentation, which might throw light one way
31 or the other on that?
32 A. Yes, all the materials that I would have, and all the
33 materials that I believe that were in the department or
34 outside of the department, we tried to produce so that you
35 would have as much materials as you possibly could.
36
37 MR. RAMPTON: Do you happen to know where those Leo Burnett
38 memos that we have came from, that we just looked at?
39 A. No. I would imagine they were either in our files or
40 in the Leo Burnett files.
41
42 Q. I will ask you, if I may, a more general question about
43 McDonald's policy and the policy of your department, in
44 particular, in relation to documentation: How much
45 documentation is generated by your department in the course
46 of a year?
47 A. I am not sure what you mean by "documentation". There
48 are memos that are everywhere, yes.
49
50 Q. You receive a lot and you send a lot?
51 A. Yes, I receive a lot of memos. In fact, most of the
52 memos that I receive, unfortunately, unless they are
53 something very specific that I should know about, are filed
54 away or not read.
55
56 Q. I was going to say when you say "filed away", what do you
57 mean by that?
58 A. They are sort of put in what we would call the
59 "circular file". They are thrown away.
60
