Leo Burnett wins pitch for global Big Mac campaign

LONDON - McDonald's has appointed Publicis Groupe's Leo Burnett Worldwide to create a global advertising campaign for its flagship Big Mac brand.

Burnett won the business after a pitch against its fellow McDonald's roster networks TBWA Worldwide and DDB Worldwide.

The network is expected to develop one central creative idea, which will be articulated by its local agencies in key markets. The pitch was run by McDonald's Chicago office.

The Big Mac work will fit into the overarching creative theme of McDonald’s "I'm lovin' it" campaign, which was developed by the Munich-based Heye & Partner, part of the DDB network.

McDonald's unveiled the "I'm lovin' it" positioning -- its first global campaign in the chain's 50-year history -- in June against a backdrop of falling sales, changes in consumer attitudes to fast food and competition both from established rivals such as Burger King and from coffee shop chains and health-food restaurants.

The positioning was chosen after a creative "competition of ideas" open to McDonald's roster agencies worldwide.

Last month, McDonald's consolidated its $1.2 billion global planning and buying into Omnicom's OMD.

The global media brief was previously shared by OMD, Publicis' Starcom network and the Grey-owned MediaCom. McDonald's awarded the account to OMD without a pitch.

The £38 million UK account moves out of Starcom Motive. OMD also handles McDonald's in France, Italy, Switzerland and the Nordic regions.

Leo Burnett and McDonalds were not available for comment as Campaign went to press.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content