McDonald’s has consolidated its US advertising into a new Omnicom entity, headed by DDB. Bad news for Leo Burnett in the US which had worked on the account for 35 years.
Burnett in the UK has also handled McDonald’s for 30 years or so, just about since the golden arches made landfall in the UK in the unlikely environs of Woolwich. Over that period the agency has mostly done a great job for one of its biggest clients despite McDonald’s suffering somewhat as new entrants have poured in to the fast food market.
It must be a worrying time for the agency as DDB (we don’t know what the new entity is to be called yet) will obviously be trying to get its mitts on the UK account too. It has a certain adam&eveDDB to hand, which would surely love a crack at McD.
But Burnett, in the UK anyway, is still producing the goods, this time with a striking new print campaign for McD coffee, using “renowned hand artist” Guido Daniele. You can just about read the text: it’s plugging Arabica beans from Rain Forest Alliance Certified farms.
Proper advertising showing that print and Burnett (in terms of McDonald’s) can still hack it.
MAA creative scale: 8.