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When McDonald’s awarded its business to Wieden+Kennedy last month, the entire agency world should have celebrated—or at least taken notice. Since when could a creative agency with a clear competitor on its roster (KFC) even be considered for the business? Where were the lawyers? Were the folks in procurement all on vacation?
The truth is that McDonald’s didn’t care about any conflict. Its CMO, Morgan Flatley, who clearly understood that we’re in a talent-based industry, chose the agency she felt would get her the best work and trusted that Wieden would keep the two competing companies’ confidential business information (and chicken sandwich recipes) separate.
Conflicts
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