McDonald’s Turns to Burnett for Big Mac

CHICAGO McDonald’s Corp. has awarded a global advertising assignment to Leo Burnett, promoting its signature Big Mac product, the client has confirmed.

“Leo Burnett’s concept absolutely fits with our ‘I’m lovin’ it’ youthful spirit and new direction,” said company representative Walt Riker in a statement. “Great ideas were submitted and shared by McDonald’s agencies from around the world.”

The Chicago-based Publicis Groupe unit won the assignment after competing against agencies from the Omnicom-owned networks DDB Worldwide and TBWA, sources said.

Burnett, DDB and TBWA, all on McDonald’s roster, also pitched an assignment touting the company’s French fries; the winner has yet to be determined, according to sources.

Billings were not disclosed. McDonald’s spends an estimated $1.3 billion on global advertising, about $700 million of which was spent in the U.S., according to Nielsen Monitor-Plus. The company earlier this week consolidated its global media business with Omnicom’s OMD.