Internal documents reveal how ad holding company giant Omnicom won the $800 million McDonald’s account and used its model to pitch other advertisers

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Sources told Business Insider the primary goal of the review was to achieve greater consistency in brand messaging and control the entire consumer journey rather than just save money. The move came three years after the fast-food chain consolidated its nearly $1 billion stateside marketing account with Omnicom, which presented We Are Unlimited, its new unit dedicated to McDonald's business, as the"agency of the future."

The scale of the chain's business in its largest region made this particularly challenging, but the source said McDonald's updated its internal marketing and production processes to support the new agency model. Omnicom positioned its new"flex model," which focused heavily on insights from social media, as unique despite similarities to other agencies

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