McDonald’s Australia has reportedly put its creative account up for pitch. Incumbent DDB Sydney has held the account for a whopping 55 years.
Macca’s has said that it is seeking to find an “additional creative agency partner from our existing global agency roster.”
DDB remains McDonald’s agency of record handling brand, retail, sponsorship and social in Australia. But some of the account could be Ham-burgled away. B&T‘s sauces at the agency declined to comment on the news.
The Big Mac giant’s creative roster includes some of the most celebrated agencies in the world, including Wieden+Kennedy and Droga5 in the US, TBWA in Europe and Asia with Leos handling the account in the UK. DDB also controls its New Zealand account.
Locally, Mango, which is part of the DDB Group, works on Macca’s PR. OMD has the media. According to reports, the creative pitch should be wrapped up before the end of the year.
“The successful agency will become part of our award-winning agency village, as we look to deliver highly effective and culturally relevant campaigns that drive our brand and business forward,” the spokesperson said.
“It is part of our ongoing commitment to ensure we have the best partners and capabilities in place and follows on from our recently completed CRM pitch process earlier in the year.”
McDonald’s has had an impressive year from a marketing standpoint. There are no less than 10 of the brand’s campaigns nominated for B&T Awards and, of course, CMO Chris Brown is a reigning member of B&T’s CMO Power List.
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“Creativity is our superpower to engage audiences and create meaningful experiences,” Brown told us earlier in the year, before noting a significant opportunity that all its agencies would be clucking mad to miss.
“While we’re famous for beef, the significant growth in chicken consumption among Australians presented a great opportunity. We aim to be equally famous for chicken, launching products like our new McCrispy campaign and crispy chicken burger to cater to evolving tastes,” said Brown.
‘The Original Mouthful’, created by DDB, has been one of the most celebrated creative campaigns of the year—nominated in a whopping seven categories for this year’s B&T Awards.
