Dive Brief:
- Omnicom has won McDonald's advertising account after a review, according to the Chicago Tribune.
- The account is worth almost $1 billion. Omnicom is planning on opening a new agency dedicated to handling its McDonald’s business.
- McDonald’s previously split its advertising business between Omnicom and Publicis Groupe’s Leo Burnett, which had worked with the fast food chain for 35 years.
Dive Insight:
After conducting a review, McDonald's has changed up who handles its $1 billion advertising account. With the move, McDonald’s hopes to streamline its advertising during a time where the company is undergoing a massive transformation and seeks a consistent voice across its advertising.
McDonald's aims to shift its advertising strategy toward more targeted and personalized ads, and make better use of its customer data, McDonald's U.S. CMO Deborah Wahl told the Chicago Tribune. The move underscores the growing importance of data in digital marketing, which allow brands like McDonald's to better target consumers with the right ads at the right time.
The move from McDonald's comes after a year that saw a record number of agency reviews from major brands. The amount of accounts 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.
