Ad Age reckons that WPP has pulled out of the holding company review for the $1.4bn McDonald’s creative account, cutting the field down to Omnicom and Publicis Groupe, owners of the two McDonald’s incumbents DDB and Leo Burnett (both in Chicago) respectively.
On the face of it this looks like a most un-WPP thing to do but McDonald’s is based in Oak View, Illinois, and WPP may feel it lacks the firepower in Chicago. Also McDonald’s has said it’s looking for an “omnichannel” solution which must help Omnicom, which handles media.
Might McDonald’s make up the field, though, by inviting another Chicago agency? Interpublic’s FCB has revived in spectacular style under CEO Carter Murray and would surely make the pitch process, handled by UK consultancy Flock, rather more interesting.