It is believed that McDonald's approached Harrison Communications to join the review, with the agency declining the overture, due to sister company McCann Erickson's existing business with key McDonald's competitor Jollibee. McDonald's marketing head Margot Torres declined to discuss the issue, describing it as "highly sensitive".
McDonald's globally-aligned agencies include incumbent Leo Burnett and DDB, both expected to pitch. The move comes just two years after the fast food chain was named advertiser of the year at the 2003 Philippine Ad Congress, based on work created by Burnett.
Burnett Philippines managing director March Ventosa could not be reached for comment.
McDonald's puts Philippines task up for local pitch
McDonald's is reportedly inviting agencies to pitch for its local advertising business, with sources indicating that the fast food giant is looking beyond its globally-aligned agencies.