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McDonald’s is moving away from the “McWorld” fantasy-oriented strategy to a more slice-of-life approach in its advertising from Leo Burnett aimed at youth.
The Chicago agency and the Oak Brook, Ill., restaurant company felt a new ad approach was in order after broadening its target from 8- to 13-year-old “tweens” to 8- to 15-year-old “tween-agers.”
“We needed to be more realistic and honest with the advertising,” said Lisa Bennett, executive vice president and managing creative director at Burnett.
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