McDonald’s Consolidates Its Customer Relationship Management Business With Omnicom’s RAPP

Agency teams will join dedicated unit We Are Unlimited

The agency recently sent digital work to Publicis.Sapient and Huge. Getty Images
Headshot of Patrick Coffee

McDonald’s has consolidated its customer relationship management, or CRM, marketing business with Omnicom’s RAPP after a competitive review, according to people with knowledge of the matter.

Teams from the digital shop will join the dedicated unit We Are Unlimited, a Chicago-based agency that came together after Omnicom won a U.S. creative review in late 2016. It joins other Omnicom-owned networks like Analect, Sparks & Honey, Critical Mass, Zocalo and Alma, which handles McDonald’s Hispanic marketing efforts.

“Our relationship with We Are Unlimited allows us to be fluid and agile in order to source the best talent. We continue to monitor and maximize relationships in order to increase our capabilities,” said a McDonald’s representative regarding the news. Spokespeople for RAPP and We Are Unlimited deferred to the client.

It’s the latest in a series of agency reviews since PepsiCo veteran Morgan Flatley replaced Deborah Wahl as the fast-food chain’s chief marketing officer in April.

In August, McDonald’s brought on Publicis.Sapient and global consulting and technology company Capgemini to handle digital innovation projects. A month later, the chain picked IPG’s Huge over Accenture and other unknown competitors for global digital design and user experience work.

The teams from RAPP’s Dallas and Los Angeles offices pitched the client, that they will be embedded within the Chicago We Are Unlimited team, according to one source. Adweek could not confirm which other agencies were involved in the review.

According to Kantar Media, McDonald’s spent more than $786 on paid media in the U.S. last year. It is not clear how much of that went to CRM work.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.