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

  • 📰 BusinessInsider
  • ⏱ Reading Time:
  • 42 sec. here
  • 2 min. at publisher
  • 📊 Quality Score:
  • News: 20%
  • Publisher: 51%

South Africa News News

South Africa South Africa Latest News,South Africa South Africa Headlines

As McDonald's transitions away from its exclusive relationship with Omnicom in the US, documents show how the holding company won the account.

simply click here to claim your deal and get access to all exclusive Business Insider PRIME content.

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

 

Thank you for your comment. Your comment will be published after being reviewed.
Please try again later.

If it's not broken, don't fix it.

We have summarized this news so that you can read it quickly. If you are interested in the news, you can read the full text here. Read more:

 /  🏆 729. in ZA

South Africa South Africa Latest News, South Africa South Africa Headlines