TBWA’s appointment is in line with McDonald’s global policy to partner local restaurants’ operations with those under its advertising roster. The fast food chain’s other aligned agencies are Leo Burnett and DDB.
“Sadly we had to let go of the McDonalds’ account due to international alignment issues. The loss is particularly bitter because we managed to produce some very good advertising for them,” said Bob Hekkelman (pictured), MD, JWT Bangkok.
Commenting on the change as well, Hester Chew, chairman of McDonald’s Thailand said: “We had to change agency because of regional alignment although we had been extremely satisfied with JWT's performance.”
JWT had won the best of show in radio for its McDonalds’ campaign at the last Adman Awards in 2007, Thailand’s premier advertising awards.
Known as McThai in the country, McDonald’s is expected to grow its business by 20 per cent by the end of 2008. The fast food company posted modest growth of 7 per cent in 2007 and opened its 100th restaurant in Thailand.