Fast food giant McDonald’s has revealed it is conducting a global review of its media account for the first time in roughly 14 years.
The account, which is worth an estimated US$2 billion globally, is currently held by OMD.
As part of the review, McDonald’s is leaning towards having a small number of media agencies instead of working with a single agency network, according to The Wall Street Journal.
Bob Rupczynski, vice president of global media and customer relationship management at McDonald’s, said the goal of the review is not to drive down agency fees, but to find what is the most efficient way to reach the consumer and to ensure best-in-class media services and capabilities.
“We are looking at ways to make our marketing dollars work harder, whether that be through more efficient media spending or finding more effective ways to connect with consumers,” he said.
McDonald’s told The Wall Street Journal that its relationship with OMD remains “strong”, and that the agency will be participating in the review.