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McDonald's demanded that Omnicom create an ad agency dedicated to its business. Now that unit will fold.

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Omnicom launched We Are Unlimited in 2016 as a dedicated agency to service McDonald's. Three years later, the unit will fold into parent company DDB.

that are dedicated exclusively to clients, in response to demand from marketers including McDonald's, HP, Ford, and Johnson & Johnson. DDB later used the We Are Unlimited approach to create a similar unit for longtime client State Farm.

It is unclear whether other advertisers will follow McDonald's lead in moving away from their custom agency models.We Are Unlimited will retain its name but no longer operate as a standalone company with a separate profit and loss statement; it will instead become a division of DDB Chicago, the network's largest office.

Sources told Business Insider that no other changes to the We Are Unlimited team are planned at this time, though

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