The World: Manila - McDonald's looks to DDB and drops Leo Burnett

McDonald's is moving its Philippine creative business out of its long-standing incumbent, Leo Burnett, and into its other globally aligned agency, DDB, after a two-way pitch.

DDB will split duties on the $10 million account between the chief operating officer, Roy Santiago, and Susan Dimacali, the agency's newly appointed vice-chairman and chief marketing officer.

Burnett held the business for 14 of the 25 years the fast-food chain has had a presence in the Philippine market.