Omnicom Taps Riccio for McDonald’s

CHICAGO As part of absorbing all media duties on McDonald’s $1.3 billion global account, Omnicom Group has named Janet Riccio executive vice president, chief integration officer, the company said on Monday. She will coordinate activities among all Omnicom shops working on the fast-food chain’s accounts.

Riccio was previously a senior vp, international account director on the McDonald’s business for Omnicom’s DDB in Chicago, a position she held for five years. Prior to that she worked on McDonald’s co-op accounts handled by Havas’ Arnold in Boston.

The Oak Brook, Ill., chain consolidated global media buying and planning duties at Omnicom’s OMD Monday. The move, which was made without a review, was expected [Adweek Online, Nov. 25].

The New York-based company had previously handled about two-thirds of McDonald’s global media duties, according to global chief marketing officer Larry Light. The other third was split among five other agencies including Publicis Group’s Starcom and Grey Global Group’s MediaCom. The consolidation does not affect the media accounts controlled by local co-op groups. McDonald’s will continue to use Starcom for digital projects and field opportunities, according to the company.

McDonald’s spends an estimated $1.3 billion annually on ads. Last year, the company’s U.S. ad expenditure was $720 million, per Nielsen Monitior-Plus.