OMD scoops £700m global McD’s brief

McDonald’s has consolidated its entire $1.2bn (£700m) global media planning and buying account into Omnicom-owned OMD. OMD was handed the business without a formal pitch. The £38m UK business moves from Starcom Motive. OMD already holds the ac

McDonald’s has consolidated its entire $1.2bn (&£700m) global media planning and buying account into Omnicom-owned OMD. OMD was handed the business without a formal pitch. The &£38m UK business moves from Starcom Motive. OMD already holds the account in Central America and shares it with Starcom in the US.

The move is part of a review of the company’s media arrangements, which is being overseen by the fast-food chain’s executive vice-president and global chief marketing officer, Larry Light.

The media review coincides with the launch of the first global McDonald’s advertising campaign, which uses the strapline “I’m lovin’ it”. The theme of the campaign, which features American pop star Justin Timberlake, has been developed centrally, but it is adjusted to suit local markets.

Earlier this year, McDonald’s decided against giving its &£6m Happy Meal business to Partners BDDH – now Euro RSGC Wnek Gosper Partners – after deciding to launch the global campaign. Although Partners won a pitch for the account, McDonald’s decided to retain Leo Burnett (MW August 7).

McDonald’s is also understood to be holding a pitch for a campaign focusing on core products such as the Big Mac and its French fries. It is thought that three agencies have been shortlisted for the business, which is being handled in Chicago (MW last week).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here