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New McDonald's agency launches

News, 21 November 2016

NEW YORK: Omnicom Group has officially unveiled the new agency, named We Are Unlimited, which will manage consolidated US creative duties for McDonald's, the quick-service restaurant chain.

The agency was created specifically for the fast-food group, and its official introduction comes three months after Omnicom won a high-profile pitch with the promise to develop a transformative structure for the brand.

Brian Nienhaus, Senior Director of BBDO, will serve as CEO of We Are Unlimited, Advertising Age reported. John Hansa was named as the shop's Executive Creative Director, having previously led creative efforts for McDonald's at Leo Burnett Chicago.

The new agency – which formally takes control of the brand's creative on the first day of 2017 – will also be located in Chicago, meaning it is situated close to McDonald's headquarters in Oak Brook, Illinois.

Boasting approximately 200 employees, the primary goal for this shop is to deliver truly impactful creative across all the channels through which McDonald's is seeking to reach consumers.

"Whether it's a social post, an anthemic film or in-restaurant messaging, we are confident that analytically inspired, creatively driven thinking and work from Unlimited will help shape McDonald's marketing in completely new ways to break new ground and fuel increased business impact," Deborah Wahl, McDonald's CMO, said in a statement.

Its staff will incorporate team members drawn from agencies such as Annalect, BBDO, Critical Mass, DDB, OMD and Sparks & Honey.

Around 40% of the team working at We Are Unlimited, however, will come from external partners including tech firms Adobe, Facebook and Google, as well as the T Brand Studio, a content-creation unit of The New York Times.

The Marketing Store, Alma, Burrell Communications and IW Group are among the other companies which will be involved in driving McDonald's business.

And the resources available to this group will include "The Cortex", a strategic model providing real-time consumer insights in areas such as retail, digital and shopper behaviour.

"Our agency is designed as a flat organization that can efficiently deploy a single tone of voice and enable unified, real-time marketing," Wahl told delegates at the IAB MIXX conference in New York earlier this year.

Data sourced from Advertising Age; additional content by Warc staff