Y&R Group wins McDonald's Digital

Sarah Homewood
By Sarah Homewood | 16 March 2015

Y&R Group’s VML Sydney has been selected for McDonald's social media and digital content business, beating out five other agencies who were said to be vying for the work.

Mark Wheeler, McDonald’s director of digital, said Y&R Group’s digital agency would be crucial in Macca’s vision to deliver everyday convenience and fun, becoming the most connected brand in the country.

“We are very excited to be adding a specialist digital agency to our roster to help us transform our approach to engagement across our social media platforms,” Wheeler said.

“McDonald’s is committed to innovating on social media and believe they showed throughout the process that they will deliver to this fully.”

“2015 is a huge year for us as we roll out Create Your Taste in all of our Australian restaurants by the end of June, and we look forward to working with a digital specialist and our other agencies to introduce this experience to our customers.”

Incumbents Leo Burnett, OMD and DDB Group remain on the fast food giant's roster.

AdNews understands that 27 agencies were fighting it out for the business, with the pitch said to be lasting over the last three months.

McDonald’s chief marketing officer Mark Lollback added: “We are fortunate to have a very strong roster of creative agencies, and adding digital specialists makes complete sense with our increased focused in this space in 2015 and beyond.”

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