DDB Sydney’s hold on the McDonald’s account in Australia has shown further signs of weakening, as Maccas has appointed Leo Burnett Sydney to handle the McCafé and Family accounts.
The news comes nine months after Leo Burnett broke DDB’s monopoly on the McDonald’s account by picking up some summer campaign work.
The decision was made by Mark Lollback, who joined McDonald’s as chief marketing officer from ANZ at the beginning of the year.
In announcement from McDonald’s, the burger chain insisted that DDB would retain “the lion’s share of the McDonald’s portfolio”:
In an effort to continually leverage talent and expertise within the global system, McDonald’s Australia has engaged Leo Burnett Sydney as the advertising agency for its McCafé and Family portfolios across Australia and New Zealand.
Mark Lollback, McDonald’s Chief Marketing Officer ANZ said, ‘’McDonald’s Australia is extremely pleased to be working with the creative talent at Leo Burnett Sydney. As a member of our global roster of agencies, we look forward to leveraging the Leo Burnett knowledge of McDonald’s to successfully drive these areas of our business.
‘’Leo Burnett Sydney created a very successful campaign launching Smoothies and Frappes last summer, and we’re confident they will bring the same insight and creativity to upcoming campaigns.’’
McDonald’s longstanding agency partner, DDB, will retain the lion’s share of the McDonald’s portfolio.
Mark continues, ‘’We’re equally pleased to be continuing work with DDB, who have worked with McDonald’s for more than 30 years,” said Lollback. “DDB consistently deliver innovative and impactful creative for McDonald’s Australia and New Zealand, such as our recent 40th Anniversary Service Promise and Loose Change Menu campaigns. We look forward to building on this success with them into the future.’’
Todd Sampson, Leo Burnett Australia CEO said, “McDonald’s is a brilliant company and we are so excited to be back. In the past we have done some award winning work with them including Inner Child and Name it Burger and we look forward to the huge opportunities that are coming our way. For me, working again with Macca’s was a personal mission. Today is a day to celebrate.”
Marty O’Halloran, DDB ANZ Chairman and CEO said, “McDonald’s is a hugely valued partner of DDB’s across ANZ. They have always been able to tap into the global roster for specific projects or pillars, as they have in the past. We will continue to be the lead agency for McDonald’s and will continue to work with them in developing great output that drives their business forward.”
DDB created McDonald’s recent Olympics campaigns, although the work was done by the network’s New Zealand office.
DDB has worked with Macca’s for 30 years in Australia. Leo Burnett began working on the account in 2004, but the account was consolidated into DDB three years later.