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Agencies circle McDonald’s in Vietnam

McDonald's logoAgencies in Vietnam are vying to work with a global brand that has been conspicuous by its absence in the Southeast Asian country until now – McDonald’s.

McDonald’s told Mumbrella that the brand is still working on the agency selection process, and would not say whether a pitch would be called or when.

The burger chain works with three main globally aligned agencies DDB, TBWA and Leo Burnett, and some local agencies in each market.

McDonald’s uses TBWA as its lead agency in China, Leo Burnett in India, Malaysia and Indonesia and DDB in Australia, New Zealand, Hong Kong, China, Japan, Singapore, Korea.

A McDonald’s spokeswoman told Mumbrella: “We haven’t yet made a decision on our agency partner in Vietnam, but will be ready to confirm within the next couple of months.”

News of McDonald’s entry into Vietnam, where it will compete with established rivals KFC, Jollibee and Burger King, emerged last week.

The Golden Arches will first appear in Vietnam in 2014 in the commercial capital, Ho Chi Minh City.

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