When DDB won the McDonald’s french fry shootout more than two years ago, Publicis Groupe took a huge hit as the chain ended its 35-year relationship with Leo Burnett despite the latter agency’s focus on all-day breakfast as a revenue booster.
That was only the beginning: Omnicom proceeded to open a new agency in Chicago called We Are Unlimited that combined talent from not only DDB but other holding company properties like Annalect, sparks & honey and Critical Mass as well as outside partners including Facebook, Google, and The New York Times’ T Brand Studio, among others.
WAU’s debut campaign “There’s a Big Mac For That” aired in January 2017, and the shop grew to employ a few hundred people as it continued to pump out work like the copy-free “Speechless Thoughts” and some sweet, spicy grandmas.
The headlining arrangement between agency and client has shifted, however. We recently acquired a semi-confidential quarterly summary that DDB sends to assorted parties within the industry that included this interesting nugget: