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Today McDonald’s announced the launch of its first global media review in nearly 14 years.
The news follows the March hire of Mondelez veteran Bob Rupczynski as global vice president of media and customer relationship management. In moving forward with this review, the chain looks to “move from a single global media agency to a small roster of preferred agency brands” in order to more effectively reach its customers in different markets around the world.
This means longtime global agency of record OMD will almost certainly lose at least some portion of the business.
“As part of our journey to build a better McDonald’s we are striving to make our marketing dollars work harder—through more efficient media spending and better connections with our customers,” said a company spokesperson.