OMD edges out Starcom to retain McDonald’s media account in China

OMD has retained the McDonald’s media business in China, Mumbrella has learned.

The agency edged out Publicis-owned Starcom in a two-way showdown.

The burger giant put its media work out to pitch last October with several key markets up for grabs.

OMD has already won the McDonald’s media account in Germany with Starcom taking the business in France and Latin America.

OMD and McDonald’s have been approached for comment.

The Omnicom-owned agency has held the McDonald’s account since 2003, an unusually lengthy period given the propensity of client’s to shop around. OMD also works with the fast food firm in several other markets in Asia Pacific.

Sources described the China success for OMD as a “very big win”. It is understood there was also immense relief at the agency amid suggestions Starcom came “extremely close” to getting the nod.

McDonald’s said at the start of the review almost 12 months ago that it wanted to switch from a single global media agency to a “small roster” strategy.

“As part of our journey to build a better McDonald’s we are striving to make our marketing dollars work harder through more efficient media spending and better connections with our customers,” the company said.

It added that its  “long term relationship with OMD remains strong, and they will be participating in this process.”

McDonald’s global media spend is understood to be around US$2b.


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