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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.