McDonald’s to Consolidate Global Media With OMD

CHICAGO McDonald’s Corp. is consolidating global media duties on its estimated $1.3 billion ad account at Omnicom Group’s OMD, sources said. The work is currently split between OMD and Publicis Groupe’s Starcom.

OMD will benefit mostly overseas, as it already handles adult media planning and all national buying on the Oak Brook, Ill., client’s $700 million U.S. account. (U.S. planning for youth markets and buying and planning for several foreign markets, including the U.K. and Mexico, is handled by Starcom.)

“McDonald’s is committed to maximizing the strength and power of our global system across all areas of marketing. We are evaluating a number of opportunities that leverage this competitive advantage in 2004 and beyond,” according to a statement issued by the company. “Innovation, creativity and bold thinking will continue to define McDonald’s marketing. You can expect to hear more from us on our new marketing leadership initiatives in the future. Until then, anything else is pure speculation.”

OMD officials waere unavailable for comment. A Starcom representative referred calls to the client.

McDonald’s broke its first global marketing effort in September, with the tagline, “I’m lovin’ it,” created by Omnicom agency Heye & Partners in Germany.