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McDonald’s responds after questions raised over Vietnam agency appointments

McDonald's Vietnam website imageMcDonald’s has responded to questions raised over the nature of the appointment of new agencies in Vietnam.

News emerged of two digital assignments awarded without a pitch last week, with some in the market wondering why a formal agency review had not been called by such a prominent advertiser.

McDonald’s is arguably Vietnam’s most-wanted client at the moment, with news that the burger chain would enter the market emerging last summer.

Riverorchid Notch, an IndoChina specialist agency, and Clickmedia, part of GroupM, were appointed to handle the McDonald’s Vietnam franchise’s digital and social media business, respectively. Riverorchid has worked on McDonald’s Vietnam’s website and Clickmedia on the brand’s Facebook page.

A McDonald’s spokeswoman told Mumbrella that while the company always uses a pitch for a major agency appointment, smaller digital projects do not necessitate a pitch.

Last week, a source suggested that one of the agencies had been appointed because of a close personal relationship between the agency’s founder and the client. McDonald’s has not responded to Mumbrella’s questions about this assertion.

The burger brand uses three key agencies – DDB, TBWA and Leo Burnett – in different countries in Asia and some local agencies in each market. DDB is McDonald’s lead agency in Australia, New Zealand, Hong Kong and Singapore, Leo Burnett leads the business in Korea, Japan, India, Malaysia, the Philippines, Taiwan and Indonesia, and in China TBWA is the lead agency.

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