McDonald's China hands Publicis Groupe its media planning business

McDonald's has appointed Publicis Groupe as its media planning agency partner in Mainland China.

The competitive pitch process for the appointment – which started in March – concluded with Publicis Groupe being commissioned by McDonald's China to handle strategic planning across all its media channels, support McDonald’s customer data platform development, and oversee application in media planning. 

Commenting on the win for her agency, Jane Lin-Baden, managing partner APAC and CEO of North Asia at Publicis Groupe, said, "McDonald’s was looking for more than a conventional media planning agency. We have demonstrated our 'Power of One' approach in assembling a cross-functional team across media, ad-tech, data science, and analytics, to drive media efficiency and effectiveness. We are ready to be a partner of growth for McDonald’s China."

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Jane Lin-Baden

She added, “McDonald’s China is an incredible brand with ambitious growth targets in China, and we are truly honoured to have been awarded this account."

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