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NEW YORK Looking to refresh its marketing message, McDonald’s has tasked three global roster shops to come up with the next expression of “I’m lovin’ it,” sources said.
The drill began a few months ago and is ongoing, with the shops — identified by sources as Omnicom Group units DDB and TBWA and Publicis Groupe’s Leo Burnett — conducting market research and developing pitch ideas, sources said Presentations are slated for late October.
McDonald’s declined to discuss specifics of the process but did acknowledge a search for fresh marketing messages in a statement from global chief marketing officer Mary Dillon.
“We’re fortunate to have one of the most iconic brand campaigns in the world with ‘I’m lovin’ it.’
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