Lindsay Stein
Aug 10, 2018

OMD, Starcom go head-to-head for McDonald's global markets

The two agencies are competing for the media accounts in markets including China and Australia.

OMD, Starcom go head-to-head for McDonald's global markets

OMD and Starcom are the two agencies that were chosen in the McDonald’s global media review to compete for the accounts in markets around the world, including the US, UK and China, Campaign US has learned.

Through the review, which kicked off last fall and is being run by Ebiquity, McDonald’s aims to go from having one global media agency—OMD—to different agencies in global markets. Omnicom’s OMD has worked on the business since 2003. Before being narrowed down to Starcom and OMD, a number of large media agencies across holding companies participated in the review, according to people close to the matter.

OMD and Publicis’ Starcom are now going head-to-head for the accounts in the US, UK, China, France, Germany, Australia, Latin America, Canada and South America, according to people with knowledge of the matter.

So far, three markets have made their decisions, with OMD winning Germany and Starcom taking on France and Latin America.

Representatives from OMD and Ebiquity declined to comment. McDonald’s and Starcom representatives were not immediately available for comment.

In 2016, McDonald’s shifted its creative business from Leo Burnett, which it had worked with for decades, to an Omnicom, DDB-led dedicated agency named We Are Unlimited. 

Source:
Campaign US

Related Articles

Just Published

9 hours ago

How Hyundai Genesis responded when Tiger Woods ...

The brand’s PR team is stressing transparency about its safety features.

9 hours ago

Why brands should take note of Twitter's 'Super ...

The new direction Twitter is going in illustrates the growing power of creators in social media.

10 hours ago

Airbnb slashes spend in permanent shift from ...

CEO describes move as 'very important'.

10 hours ago

Instagram boosts interaction with Live Rooms

The Facebook-owned network's move follows Twitter’s launch of Spaces.