McDonald’s hands its US creative account to Omnicom following review

McDonald's

McDonald’s has chosen Omnicom to handle its creative account in the US following a months-long review that pitted the holding company against rival Publicis.

According to McDonald’s, Omnicom will be tasked with creating an “agency of the future” for the fast-food giant, one that prioritizes digital and data. Publicis’s Leo Burnett, one of McDonald’s longtime creative agencies, will no longer work on the business. Both Leo Burnett and Omnicom’s DDB were incumbents on the account.

“Part of building a better McDonald's means not only making changes to our food and our restaurants but also how we conduct business and we’re excited to announce McDonald’s USA has selected Omnicom as our partner to create a new agency which is yet to be named, to build the agency of the future,” said McDonald USA’s chief marketing officer Deborah Wahl in a statement.

“In selecting this agency we will have access to top talent, technology and thinking with digital and data at the core,” she continued. “They are fast, fluid and flexible and poised to deliver the caliber and volume of storytelling needed to support our business today and into the future. This new model will, over the next few years, create great work at the speed of the marketplace at an efficient cost.”

Wendy Clark, CEO of Omnicom’s DDB North America, said in a statement that over the past four months, the “best and brightest talent across multiple Omnicom agencies came together” to work on McDonald’s “agency of the future” brief.

“The result is a customized agency built with intelligence at the core, to fuel brilliant creative work, that's delivered at the speed of the marketplace at an efficient cost. We are thrilled and honored to be selected and excited about immediately creating impact for McDonald’s business,” she said.

The fast-food chain put its account under review in April of this year. Initially, WPP was also part of the review, but the holding company backed out shortly after it began.

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