Pitch Watch: McDonald’s appoints PR agency, Optus expands agency roster
Mumbrella casts a regular eye over some of the media, creative and PR pitches in market.
In this wrap up: McDonald’s (PR) and Optus (marketing & sponsorship).
McDonald’s shifts PR account away from PPR
McDonald’s has appointed Eleven and Fleishman Hillard following a competitive pitch process, moving the the retained business away from incumbent PPR – however the agency will work on McHappy Day this year – while rival incumbent Mango Communications will remain on the roster “working alongside DDB on select integrated projects”, Mumbrella can reveal.
Eleven will support the business across brand marketing initiatives and corporate reputation at national, state and local level while Fleishman Hillard will provide corporate affairs services.
Laura Keith, corporate communications director, McDonald’s Australia said: “We were really impressed with the standard of responses from all of the agencies involved in the process – there is certainly some brilliant talent in the industry.
“Eleven were a stand out for us, showing a strong understanding of our business and putting forward some exciting long term strategic thinking, which is particularly relevant as McDonald’s continues to evolve to meet our customers’ needs.”
“Our relationship with PPR has spanned more than 35 years and they have a strong legacy within McDonald’s. From creating national award winning initiatives like McHappy Day to the day to day support of our licensees across the country, their long standing partnership has been greatly valued. ”
Eleven beat out PPR, One Green Bean and Ogilvy for the account.
Pace: We couldn’t ask for a better opportunity than McDonald’s
Roberto Pace, managing director, Eleven said: “McDonald’s is a huge part of Australia’s culture with so many of us having fond memories of eating a cheeseburger or celebrating with friends and family under the Golden Arches. Creating cultural impact for brands is our mission at Eleven, and we couldn’t ask for a better opportunity than McDonald’s to demonstrate how we do this.”
Eleven was named the Mumbrella PR Agency of the Year last night. The agency also won the Virgin PR account in January.
PPR CEO and managing director PPR Richard Lazar said the agency is “proud” to have helped “make McDonald’s a huge part of Australia’s culture and local communities for over 35 years” however said the business only represented 5% of the PPR business.
“The work we have done with McDonald’s has given many Australians fond memories and special moments with Maccas. And PPR was there for all of it.
“As we continue to work on our 26th McHappy Day, we know the relationship we have created with McDonald’ss over nearly four decades is a celebrated legacy that few agencies will ever achieve.
“It is a testament to the people and work done by PPR, and the passion we have had in growing this brand and allowing Australians to make Maccas their own.
“No other PR agency has the experience, national footprint and local capability of PPR in servicing large branch network and franchised organisations. This transition will open real opportunities to take that experience and our unique systems to others.
“The good news is that PPR’s depth and breadth means that McDonald’s represented less than 5% of its revenues and none of our people will be impacted by this decision.
“We’ve been fortunate to have had the privilege of partnering with so many great licensees across the country who are an integral part of the communities in which they operate.
“I particularly want to recognise Peter Ritchie, Charlie Bell, Guy Russo, Bob Mansfield, Steve Jermyn and Gerry Grace, icons in Australia’s leadership landscape and McDonald’s history and I wish Andrew Gregory all the very best into the future.”
For Mango, the decision coincides with the announced departure of Mango Sydney MD Fern Canning. She is joining Edelman in August.
Optus recruits marketing and sponsorship agency
Optus will continue to drive its focus on entertainment and sport with the appoint of Octagon Australia as its new marketing and sponsorship agency.
Octagon joins a growing roster of agencies working across the Optus business as the telco repositions itself as an entertainment hub.
Ben White, managing director of marketing and product said the timing was important for the telco.
“Octagon will come on board to help Optus as we continue our successful transformation into a mobile-led entertainment business. We’re confident they will help produce strong campaigns and deliver great results,” White said.
Agency director at Octagon, Andrew Clarke, said Optus was a good match for the agency.
“The brand’s ambition and attitude towards partnerships perfectly matches our own, and we found great synergies in their desired approach,” Clarke said.
“Optus are a rapidly evolving business, and it’s an exciting opportunity for us to help shape how they engage with fans around the things they are most passionate about.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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