McDonald’s Assigns McCafé Brand to TBWA\Chiat\Day

McDonald’s has moved beyond the dedicated We Are Unlimited network for its latest marketing project: promoting the McCafé house coffee line.

According to a couple of parties close to the business, the chain picked TBWA\Chiat\Day to handle that assignment after a recent “pitch,” if it could be called, that since the process kept things within the Omnicom family.

“There is no change in our U.S. creative agency model and we’re proud of the innovative and engaging campaigns we have done in collaboration with We Are Unlimited,” said a client representative. “Our model and agreement provides the flexibility to tap additional resources when needed, and as we have before, we are leveraging support from another member of the Omnicom company on some specific projects.”

The McD’s rep declined to name that member or elaborate on the previous instances in which it has turned to other Omnicom agencies to handle projects. A TBWA spokesperson declined to comment.

According to our sources, however, a team representing We Are Unlimited went up against TBWA L.A., which came out on top.

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