McDonald's shapes up for digital review

McDonald's is in the process of reviewing its digital advertising strategy, and is expected to call a pitch for its online account in the next few weeks.

It is understood to have contacted intermediaries before it conducts a formal pitch.

The review, which could involve creative agencies as well as digital specialists, follows the hiring of Simon Short in the summer for the new role of digital marketing manager.

One of the first decisions he made in the position was to instigate a revamp of the company's website to make it more appealing to children.

A spokeswoman for the fast-food retailer said: "We are in the middle of reviewing our digital strategy, but we have not yet decided if we are going to pitch out the business."