OAK BROOK, Illinois: McDonald's is celebrating its ongoing resurgence by scrutinising its branding. Global marketing officer Mary Dillon has asked Omnicom Group's Interbrand to study its strategy - at a cost of up to $2 million (€1.54m; £1.01m) - in an attempt to keep the fast food giant ahead of consumer trends.

The Golden Arches brand is also reassigning creative duties on its $100m US national breakfast advertising account from DDB Chicago to two of its largest field-marketing agencies: Havas's Arnold Worldwide and independent Moroch.

Says Neil Golden, vp-marketing for McDonald's USA: "This is less about shifting and more about ensuring we're aligning a piece of our business with the organization best capable to handle it."

Data sourced from AdAge.com; additional content by WARC staff