McDonald's conducted an internal review of agencies it had worked with on a project basis and DDB was selected for a two-month trial. The agency has now been tasked with overseeing all below-the-line activities, including merchandising, localised events, store and kiosk development and openings, in-store promotions and the below-the-line components of product launches.
DDB has already begun work on the in-store activities and merchandising for the launch of the 'Prosperity programme', a regional McDonald's branding initiative celebrating the Lunar New Year, which pushes the idea that good luck transcends borders. Running in nine markets, the programme follows on from the success of the 'Prosperity burger' in Malaysia.
DDB Philippines' managing director Roy Santiago said: "Billings-wise, the account is not huge, but it is important strategically."
Meanwhile, DDB PR, a unit of DDB in Malaysia, has won all local McDonald's PR on a retainer basis. McDonald's had previously handled its PR in house, but awarded it to DDB after a four-way competitive pitch.
DDB tasked with BTL assignment for Philippines
DDB has won the account to handle McDonald's local store marketing and promotions, beating incumbent Leo Burnett, which will continue to handle all Philippine above-the-line creative work.