The appointment follows a three-month pitch process led by Oystercatchers and McDonald’s UK head of talent and education, Jez Langhorn.
The pitch was part of a strategic review to assess the role of McDonald’s employer brand work. It also marks the first time the company has moved away from a traditional recruitment advertising agency.
The incumbent, Barkers Communications, was invited to repitch for the account.
The fast-food chain says the appointment is an indication of the importance it is placing on building its reputation as a “good employer”.
The new work will follow a number of employer reputation advertising campaigns such as “Not Bad For a McJob” and the more recent “My McJob”, both of which were created to address the perception gap around the reality of working at McDonald’s.
McDonald’s says it currently receives over 2,500 crew applications a day and employs around 150 new people a day.
The fast food chain’s lead creative agency is Leo Burnett and the agency devised the latest instalment of McDonald’s “That’s What Makes McDonald’s” campaign (pictured). It focuses on the message that its burgers are made from whole cuts of real beef.