The review will be initiated by the company's executive vice-president and global chief marketing officer, Larry Light. McDonald's' local marketing teams will be briefed to assess their marketing spend with an emphasis on productivity, as it continues an aggressive efficiency campaign prompted by a decline in sales earlier this year.
It is not yet clear how McDonald's' media agencies, including Starcom Motive in the UK, will be affected by the decision.
In Munich last week for the launch of McDonald's' first worldwide ad campaign, "I'm lovin' it", Light said McDonald's needed to improve the effectiveness with which it embraced new and emerging media, as well as ensuring that its marketing teams were getting value for money.
He also outlined a number of strategic global plans for McDonald's, which will follow on from the recruitment of pop star Justin Timberlake as its global brand ambassador.
Light said the company intended to roll out a healthy lifestyle programme called Go Active, which would launch in Europe in time for next year's European Championships in Portugal, of which McDonald's is one of the key backers.
Light added that he would make greater use of Ronald McDonald as the face of the brand, and that a global licensing programme called Mc-Kids, initially applied to clothing and toys, will be rolled out across Europe.
McKids merchandise is sold through Wal-Mart stores in the US. The partnership could lead to a deal with Wal-Mart subsidiary Asda in the UK.
"We have a massive programme of brand exploitation ahead of us and we intend to exploit those opportunities," Light said.
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