Leo Burnett lures more of McDonald's from DDB

By By Wenlei Ma | 4 July 2012

Leo Burnett Sydney has chipped away at more of DDB Sydney's stronghold over the McDonald's creative account, with the fast food giant awarding the Publicis-owned agency its McCafe and Family brands.

Leo Burnett's potential return to the McDonald's roster has been eagerly watched by adland after the agency snagged a wide-scale summer campaign last year.

McDonald's chief marketing officer ANZ Mark Lollback said: “McDonald's Australia is extremely pleased to be working with the creative talent at Leo Burnett Sydney. As a member of our global roster of agencies, we look forward to leveraging the Leo Burnett knowledge of McDonald's to successfully drive these areas of our business.

“Leo Burnett Sydney created a very successful campaign launching smoothies and frappes last summer, and we're confident they will bring the same insight and creativity to upcoming campaigns.”

Leo Burnett Sydney chief executive Todd Sampson said: “McDonald's is a brilliant company and we are so excited to be back. In the past we have done some award-winning work with them including 'Inner Child' and 'Name it Burger' and we look forward to the huge opportunities that are coming our way. For me, working again with Macca's was a personal mission. Today is a day to celebrate.”

Leo Burnett previously shared the McDonald's account with DDB until almost four years ago when the brand consolidated its business under DDB. The reason given at the time was because of the close relationship between McDonald's Australia and New Zealand. Leo Burnett does not have a New Zealand office.

Leo Burnett Sydney's campaign work for McCafe and Family will also run in the New Zealand market.

Lollback added: “We're equally pleased to be continuing work with DDB, who have worked with McDonald's for more than 30 years. DDB consistently deliver innovative and impactful creative for McDonald's Australia and New Zealand, such as our recent '40th Anniversary Service Promise' and 'Loose Change Menu' campaigns. We look forward to building on this success with them into the future.”

DDB ANZ chairman and chief executive Marty O'Halloran said: “McDonald's is a hugely valued partner of DDB's across ANZ. They have always been able to tap into the global roster for specific projects or pillars, as they have in the past. We will continue to be the lead agency for McDonald's and will continue to work with them in developing great output that drives their business forward.”

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