How do you lift mainstream big brand advertising? McDonald’s US succeeds, Pepsi’s still struggling

Finding out which agency did what for a client is a nightmare these days, I’m sure clients partly do it to confuse us hacks. Anyway this new and rather good ad for McDonald’s Egg McMuffin sandwich seems to be from Havas-owned Arnold (as if DDB and Leo Burnett aren’t enough).

Whereas Pepsi still doesn’t seem to get that advertising should be human, addicted, as it is, to celebs, in this case Sofia Vergara. By TBWA I think.

The McD ad shows a bit of insight, Pepsi is just glitz.

And why do some of these clients need so many agencies? Search me. Burger King’s latest batch of marketing supremos have just added Mother and new Ogilvy & Mather agency David to its roster, just a few months after hiring Mcgarrybowen to its $300m account. Sensible or what?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.