McDonald’s ends 54-year partnership with DDB in first major move under new CMO

McDonald’s Australia will end its 54-year creative partnership with DDB Sydney at the close of 2025, marking the first major agency change under chief marketing officer Annabel Fribence.

Fribence, who joined in April replacing Chris Brown, described DDB as “a true partner” in evolving the Macca’s brand since it entered Australia in 1971.

“I want to personally thank DDB Group Sydney for being a long-term partner of our brand and business. DDB has been a true partner, pushing us, supporting us, and ultimately ensuring we continue to grow,” she said. “Together, we have evolved the iconic Macca’s brand, and we are proud of the incredible creative legacy we have built.”

During the five-decade relationship, the pair delivered some of McDonald’s most memorable work, from 90s favourite Mac Time Rocks On to the Silver Lion-winning The Original Mouthful.

The decision follows McDonald’s January move to add Wieden+Kennedy to its Australian roster, alongside Akcelo, Digitas, OMD, Annalect and PR agency Eleven. Industry sources suggest no creative pitch will be held to replace DDB, with Wieden+Kennedy - which opened a Sydney office this year to service the account – expected to play a more prominent role.

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DDB Group Sydney CEO Sheryl Marjoram said the partnership was defined by more than shared goals. “It’s been powered by determination, proving longevity is earned, not given,” she said. “Our partnership navigated change, seized opportunities and built solutions. We’re proud of the success we celebrate today.”

While it’s not yet clear whether the move will be replicated in other markets, the decision signals a significant shift in McDonald’s agency strategy in Australia – and one of the most high-profile breakups in the country’s advertising history.