McDonald’s US Regions to Get Agency Choices After OMD-Only Approach
By Sara Shaw • January 16, 2019
In 2017 the Omnicom Group shop won an account handling media buying across all US co-operative groups of McDonald’s operators and they also handle McDonald’s media buying at a national level. McDonald’s is now conducting a review for the local U.S. media business, which will allow local co-ops to choose from a variety of local media agencies.
This more flexible approach comes after franchisees created a National Owners Association last year, which aims to give operators a larger role in making business decisions. It also follows some disappointment in last year’s marketing strategy that often put too great an emphasis on national campaigns rather than the local ones. “We continue to work closely with our franchisees and this effort is simply about offering additional local media buying flexibility to them so they may support their business and connect with customers as they see best,” McDonald’s said in a statement.