One of agency land’s great mysteries has been answered – who’ll win the McDonald’s creative account in the US? With Omnicom today snaring the almost $US1 billion account.
In Australia, McDonald’s creative is handled by the Omnicom agency DDB. Commenting on the appointment, Andrew Little, CEO DDB Group Australia told B&T: “We are delighted for Wendy Clarke and the Omnicom team – their intellect and creative talent is extraordinary. This is a US only pitch but it’s an amazing win nonetheless.”
As part of the US deal, Omnicom will create a new agency that will handle business exclusively for the world’s largest burger chain and will employ upwards of 200 staff. The partnership starts effectively 1st January 2017.
Prior to the new deal, Macca’s US business was handled by Omnicom and Leo Burnett’s who had been involved with the brand for the past 35 years. The two agencies have been fighting fiercely for the business since it was pitched earlier this year and represents a huge loss for Leo’s.
It’s been reported in the US media, that McDonald’s global tag “I’m Lovin’ it” (invented by DDB Germany in 2003) will not be going anywhere, too.
McDonald‘s US CMO Deborah Wahl told AdAge of the new Omnicom deal: “Omnicom has built a new agency of the future for us. This agency of the future really has digital and data at the heart, which allows us to be customer obsessed at a whole new level in everything that we do.”