MEDIA CHOICE: Francesca Newland, Campaign's news editor, picks McDonald's sponsorship of Popstars The Rivals

"Too often the sponsors of the most high-profile programmes feel their job is done once they've signed the multimillion-pound deal with the programme's makers. They ignore the opportunity they have secured to enhance the viewers' experience, and end up detracting from it.

of their frequency, many idents frustrate consumers, making them overly aware that they are being sold to. Not so with these McDonald's spots. The laughing hyenas are in keeping with the Popstars experience - millions of viewers tuning in to laugh at the contestants. Their irreverence enables them to appeal to children and adults alike, thereby not wasting any of the broad audience that tunes in to Popstars."

Client: McDonald's

Medium: Idents throughout ITV1's Popstars The Rivals

Media planning: Stewart Easterbrook and Kylie Sweeney at Starcom Motive

Creative: Leo Burnett

Brief: Help McDonald's to move closer to its consumers