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McDonald’s reviews US$2 billion global media buying account

Fast-food giant McDonald’s is reviewing its US$2 billion global media buying account, as the company seeks to find more efficient ways to spend its advertising dollars around the globe, according to The Wall Street Journal.

Omnicom’s OMD has been the incumbent for over a decade and will be participating in the review process.

McDonald’s issued a statement confirming the review:

“As part of our journey to build a better McDonald’s we are striving to make our marketing dollars work harder – through more efficient media spending and better connections with our customers.”

“This week we are embarking on our first formal global media review in more than a decade as we aim to move from a single global media agency to a small roster of preferred agency brands, with the intention of ensuring best-in-class media services and capabilities for all of our markets. Our long-term relationship with OMD remains strong, and they will be participating in this process.”

The plan to switch from a single global media agency to a “small roster” strategy should help the company find the media services and capabilities it wants across all of its markets.

The Wall Street Journal, which broke the news, estimated that the company spends an estimated US$2 billion annually on ads.

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