Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
McDonald’s is consolidating responsibility for its multi-million dollar national media buying and planning to Publicis Groupe’s Starcom as part of an effort to streamline its digital marketing strategy. Particular attention is being given to a tighter integration between paid and earned/owned media programs, which aligns with the way more consumers connect with marketing messages, the brand’s representatives told Adweek.
The move upends a two-decade partnership with Omnicom media shop OMD USA. Still, it’s not a complete break; OMD will continue to work on McDonald’s USA local media as well as some unspecified international markets, McDonald’s said.
According
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in