Omar Oakes
Oct 30, 2017

McDonald's kicks off global media review

Brand will reportedly select a number of local agencies.

McDonald's kicks off global media review

McDonald's has begun reviewing its global media account, putting 14-year incumbent OMD on alert.

The fast-food giant told the The Wall Street Journal that it is looking at moving away from a single global media agency. Instead, it would select a number of local agencies.

It is the first formal media review that McDonald's has held in 14 years after Omnicom's OMD won the business. OMD is repitching for the business, for which all the major advertising companies' media agencies are expected to compete.

That coincided with the launch in 2003 of the global "I'm lovin' it" campaign, created by Omnicom stablemate DDB, that featured global brand spokesman Justin Timberlake launch a song that was used as a jingle in TV spots. The "I'm lovin' it" slogan is still used today.

The review comes after McDonald's hired Bob Rupczynski in March as vice-president of global media and customer relationship management. Rupczynski told The Journal that the goal of the review was not to drive down agency fees and was about ensuring best service. 

A McDonald's spokeswoman said: "As part of our journey to build a better McDonald’s we are striving to make our marketing dollars work harder – through more efficient media spending and better connections with our customers. 

"This week we are embarking on our first formal global media review in more than a decade as we aim to move from a single global media agency to a small roster of preferred agency brands, with the intention of ensuring best-in-class media services and capabilities for all of our markets. Our long-term relationship with OMD remains strong, and they will be participating in this process."

(This article first appeared on CampaignLive.co.uk)

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Sorrell's MediaMonks announces merger with India's White Balance
Premium
3 hours ago

Sorrell's MediaMonks announces merger with India's ...

The move sets in motion plans to make India a leading content creation hub, said a company statement

Premium
Magnon\TBWA gets Rohan Hukeri as business head - Mumbai
Premium
Paul Dueman joins Kinnect to lead Bengaluru
Premium
5 hours ago

Paul Dueman joins Kinnect to lead Bengaluru

Moves from Amura Marketing Technologies

Premium
Katrina Kaif and Reebok call out to women to find their 'Ree'
Premium
5 hours ago

Katrina Kaif and Reebok call out to women to find ...

Watch the film conceptualised by Wunderman Thompson