Leo Burnett and Tribal DDB – McDonald’s China’s other key creative and digital agencies – also continue to work with the fast-food brand.
Weber Shandwick won McDonald’s consumer PR account at the end of 2009 following a three-way pitch that involved incumbent agency Ketchum.
Weber Shandwick won McDonald’s consumer PR account at the end of 2009 following a three-way pitch that involved incumbent agency Ketchum.
Ketchum, meanwhile, will continue to handle McDonald’s corporate and employer communications account.
Weber Shandwick will also play a key role in promoting the 'Make room for happiness' campaign, which will run for the whole of 2010 and began with a 3D street graffiti stunt outside a main restaurant in Beijing. It will extended across the country in the coming months.
The campaign will further see McDonald’s introduce upgraded interiors, new uniforms and new value-added services such as free Wi-Fi, free coffee re-fills and free ice cream for children on weekends.
According to a source at one of the agencies, this reshuffle is not unusual for McDonald’s, which “every year reallocates projects back and forwards”.
Last year, McDonald's announced its decision to scale back its plans to expand operations in China as a result of the downturn.
