McDonald’s Reviews Its U.S. Agency Model and Assigns New Work to Wieden + Kennedy New York

Indie shop to handle creative brand project

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McDonald’s has hired the New York office of independent agency Wieden + Kennedy for an upcoming project, according to several parties with direct knowledge of the matter.

This news comes as the world’s biggest restaurant brand completes a comprehensive review of its U.S. marketing strategy. Sources say the W+K work will concern the McDonald’s brand’s creative positioning in the American market (which is by far its largest). It also ends the chain’s exclusive creative advertising relationship with Omnicom.

For some time, the McDonald’s U.S.


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