After a “competitive” eight month review, McDonald’s Canada has picked Tribal DDB as its digital AOR up north. The Mickey D’s business, which includes the usual strategy and creative to web, mobile and social efforts, will primarily be handled out of Tribal’s Toronto office, though Vancouver will be involved as will the agency’s Montreal-based partner, creative agency Bleublancrouge. Seeing as Tribal DDB Canada’s already been involved with the recent national launch of the McCafe (Cossette led the marketing campaign) as well as a retooling of McDonalds.ca, the transition to digital AOR shouldn’t be too difficult. According to the agency itself, the Tribal DDB Canada appointment marks the first time in 11 years that the fast-food giant has partnered with one of DDB Canada’s groups for creative efforts.
Update: Here’s a little bit more from the Tribal camp on the new appointment: “Tribal DDB Canada was named digital AOR after a competitive pitch process involving a small list of short-listed agencies. Before, there was no one incumbent agency for digital. As McDonald’s increases their digital initiatives they were looking for a digitally-focused agency to work collaboratively with all of their existing agencies.”