What McDonald’s new US marketing model means for agencies, holding companies, and big advertisers

Three years after consolidating its US marketing business with a dedicated agency created by holding company Omnicom, McDonald's moved lead creative duties to indie shop Wieden and Kennedy. The move led analysts and observers to ask if the industry was too focused on data over creativity. Business Insider obtained internal documents that revealed how Omnicom initially won the business and why the new agency thinks it recently prevailed.

Three years after consolidating its US marketing business with a dedicated agency created by holding company Omnicom, McDonald's moved lead creative duties to indie shop Wieden and Kennedy. The move led analysts and observers to ask if the industry was too focused on data over creativity. Business Insider obtained internal documents that revealed how Omnicom initially won the business and why the new agency thinks it recently prevailed.

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