McDonald’s appoints Y&R Group to handle digital and social media

McDonald’s has appointed Y&R Group’s VML Sydney to focus on social media and digital content in Australia following a competitive pitch process.

The agency ousted incumbents OMD, which continues to handle media. DDB Sydney and Leo Burnett also remain on the roster handling creative, with DDB’s Tribal handling some elements of the digital account, including its website.

Mark Wheeler, McDonald’s director of digital said: “We are very excited to be adding a specialist digital agency to our roster to help us transform our approach to engagement across our social media platforms.