McDonald’s has hired the New York office of independent agency Wieden + Kennedy for a major upcoming project, according to several parties with direct knowledge of the matter.
This news comes as the world’s biggest restaurant brand completes a comprehensive review of its U.S. marketing strategy. Sources say the W+K work will concern the McDonald’s brand’s creative positioning in the American market (which is by far its largest). It also ends the chain’s exclusive creative advertising relationship with Omnicom.
“With our proud history as one of the most creative marketers in the world, the U.S. marketing team continues to innovate to deliver the creative excellence that our brand deserves,” said Jesse Lewin, spokesperson for the fast food giant. “Our goal is to continuously modernize our approach to marketing to drive customer reappraisal and engagement at the speed and scale of McDonald’s.”
He continued: “For some time, the McDonald’s U.S. Marketing team has been evaluating an agency model that mirrors the significant transformation in the U.S. market. An internal process to identify the model that is best for our business and for our customers is underway and nearing completion.”