McDonald’s Australia has extended its CRM contract with Publicis Groupe’s Digitas.
The fast food restaurant confirmed the news with B&T, adding that Digitas would be on a similar remit.
This week, Maccas revealed it was recruiting for a creative agency partner in Australia in addition to its long-standing partnership with DDB Australia.
The creative process kicked off after the CRM review wrapped up and is expected to conclude by the end of the year.
McDonald’s global creative roster includes some of the most storied agencies in the world, including Wieden+Kennedy and Droga5 in the US, TBWA in Europe and Asia, Leos in the UK, and DDB Group in Australia and New Zealand.
Maccas also works with OMD on media and Mango (DDB’s PR arm).
McDonald’s has had a strong year from a marketing standpoint. Ten of the brand’s campaigns have been nominated for B&T Awards and CMO Chris Brown is a reigning member of B&T’s CMO Power List.
DDB’s work on ‘The Original Mouthful’ was one of the most successful creative campaigns of the year, receiving nominations in seven categories for this year’s B&T Awards, while the Golden Arches more recently turned heads by reviving its large purple character Grimace.
