McDonald’s switches its media agency after two decades

Starcom has bagged a blue-chip deal for Publicis in the US as McDonald’s media agency. The agency nabbed McDonald’s $1.6 billion national media planning and buying from Omnicom’s OMD. OMD had been the official media agency of the fast-food chain for the last 20 years. However, McDonald’s spokesperson mentioned that the company will not entirely part ways with the agency; OMD will continue to work on McDonald’s USA local media as well as some international markets.

McDonald’s CMO and digital customer experience officer, Tariq Hassan, will frontline the new collaboration with Publicis. Hassan was recently appointed as the company’s CMO in August.

Hassan stated “Since we started working with Publicis last year, they have demonstrated a deep understanding of McDonald’s consumers, real clout in the digital marketplace and a proven track record of innovating toward our digital ambitions.They are the right team to help McDonald’s maximize our marketing investments, both in the near-term and as we look to the future. We’re grateful to OMD USA for their many years of partnership and helping us reach the position of strength the brand is enjoying today.”

Publicis CEO Arthur Sadoun says: “We are proud to expand our partnership with McDonald’s in the US, working together to place the customer at the heart of their business. With the team at Starcom, we look forward to driving a truly personal, omnichannel experience for all the fans of this iconic brand.”