McDonald's Ad Overhaul Continues With DDB Award

23 December 2003

In the latest stage of its advertising overhaul, McDonald's has tapped DDB Worldwide in Chicago for a global campaign.

DDB will handle a worldwide push backing McDonald's French fries. Billings have not been disclosed.

The burger behemoth has begun asking its shops to battle for creative assignments one by one. It recently handed a global campaign for its Big Mac sandwich to Leo Burnett Worldwide in Chicago.

Earlier this year, McDonald's overhauled its ad strategy after a four-month brainstorming session with its worldwide agencies. The result was I'm Lovin' It, the company's first ever global advertising initiative and the beginning of what executives have called a "borderless" marketing strategy [WAMN: 12-Jun-03].

Data sourced from: New York Times; additional content by WARC staff