Dive Brief:
- McDonald's is putting its current U.S. advertising relationships with Omnicom's DDB and Publicis' Leo Burnett under review as it seeks to give one agency its creative business.
- Both Omnicom and DDB are part of the review along with WPP, according to Ad Age.
- McDonald's is coming off a Q1 sales report that exceeded Wall Street expectations, and it spent $1.42 billion in U.S. advertising in 2014, the 26th largest, according to Ad Age Datacenter.
Dive Insight:
The move from McDonald's comes after a year that saw a record number of agency reviews from major brands. The amount put under review last year was higher than the previous three years of agency reviews combined and included brands such as P&G, Coca-Cola and Volkswagen.
About the review, Deborah Wahl, U.S. CMO for McDonald's, told Ad Age, "To be the modern and progressive company that we want to be, we have to create more immersive consumer engagement. We need the support of an omnichannel integrated agency resource that can support our marketing efforts today and then prepare us also as the future continues to evolve."
For McDonald's, the goal is to find an agency that will handle strategy and content creation for all of its customer facing efforts, Wahl explained.