Omnicom’s McDonald’s agency We Are Unlimited tries to spread its wings

Adweek’s Agency Spy reports that Omnicom’s We Are Unlimited, the agency formed to wrest McDonald’s creative away from Publicis’ Leo Burnett in the US, is now pursuing other business too.

This is believed to follow the end of a two-year exclusive deal between client and agency. WAU says:

McDonald’s is handled out of Chicago, also the base for DDB/Omnicom’s giant new US Army account.

It remains to be seen if WAU travels outside North America. McDonald’s in the UK seems happily ensconced at Leo Burnett, where it’s been for 40 years or so.

WAU is similar in some ways to Omnicom’s new-fangled media agency Hearts & Science which exploded onto the US scene by winning AT&T and Procter & Gamble media. H&S pitched unsuccessfully for P&G in the UK.

Omnicom, unlike rival WPP under new CEO Mark Read, seems happy to add new agency brands as and when clients want them.