MCDONALD'S CONSOLIDATES MEDIA ACCOUNT WITH OMD
By Adnews Staff
McDonald's of Oak Brook, IL is consolidating its worldwide media planning and buying activities with OMD Worldwide. The chain currently operates more than 30,000 restaurants in more than 100 countries. Dean Barrett, senior vice-president of global brand business for McDonald's, said the services of partners such as Starcom will continue to be used for digital projects and field opportunities. No changes are currently planned for Toronto-based McDonald's Restaurants of Canada following the announcement. Spokesperson Ron Christianson said the company will continue to work with Cossette, which handles both creative and media activities for McDonald's in Canada. Public relations are handled by Weber Shandwick Worldwide. Earlier this year, McDonald's launched its first worldwide advertising campaign. The "I'm lovin' it" positioning was developed by Heye & Partner of Munich, Germany.