McDonald’s has put the brakes on plans to appoint Partners BDDH to its &£6m children’s advertising business (MW June 26), following an internal review.
It is understood that incumbent Leo Burnett, which handles all of the &£42m McDonald’s business in the UK, will remain in place until the UK division has looked at the local implications of the fast-food giant’s global “I’m lovin’ it” campaign, which breaks in September.
A McDonald’s spokeswoman says that Partners was successful during the pitch, in which it beat BMP DDB, HHCL/Red Cell and Soul. But she adds: “Partners has not been appointed to the business for the time being.”
The “I’m lovin’ it” campaign, which is rumoured to feature pop star Justin Timberlake, is the theme of the chain’s new global marketing strategy. The strapline was created by Heye & Partner, a German unit of DDB Worldwide, and the strategy was unveiled in early June by global marketing officer Larry Light.
The spokeswoman says “I’m lovin’ it” will be adapted for local markets where appropriate, and that the UK division is developing a strategy based upon it. It is not known whether Partners will be appointed to the business after the campaign breaks.