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).