Leo Burnett breaks DDB’s hold on McDonald’s roster

Leo Burnett Sydney has secured a place on the McDonald’s roster and has started work on an upcoming project to break this summer, Mumbrella can reveal.

McDonald’s spokesman Ron Christianson insisted that the project was a “one off” and did not impact incumbent DDB’s long-term relationship with the burger brand.

DDB has worked with Macca’s for more than 30 years in Australia. Leo Burnett began working on the account on 2004, when it was handed the retail business, but the account was consolidated into DDB in 2007.

“When we moved the business to DDB four years ago, we indicated that there would be scope for Leo Burnett to handle project work,” he said. “We never closed the doors entirely.”

McDonald’s is estimated to spend $50m on advertising in Australia. DDB, Leo Burnett and TBWA share the account in different markets globally.

In the tug of war for the Macca’s account in Australia, Leo Burnett broke the strangehold on the business in 2004, winning the retail account. DDB has held the account for around 30 years.

DDB’s creative output for Macca’s has included a spot featuring cricketer Shane Warne and a campaign to celebrate the Golden Arche’s 40th anniversary in Australia.



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