McDonald's Moves U.S. Media Buying and Planning to Publicis Groupe's Starcom from Omnicom's OMD

The move comes four months after Tariq Hassan was named CMO

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.