McDonald’s is plotting another massive shakeup of its U.S. marketing model as it looks for ways to cut millions of dollars in ad costs and sharpen its messaging.
The Golden Arches plans to greatly reduce the number of creative agencies handling marketing for cooperative franchise groups that operate throughout the United States, Ad Age has learned. Some 60 or so agencies do local creative work for nearly 200 McDonald’s co-ops across the country, with some agencies handling work for multiple co-ops. McDonald’s aims to slash that figure to 10 or fewer, people familiar with the situation told Ad Age.
Read more at Crain’s: https://www.chicagobusiness.com/article/20170712/NEWS06/170719934/mcdonalds-puts-local-u-s-creative-accounts-in-review
SCREENCHOW 