McDonald’s moves McCafé project to TBWA\Chiat\Day


That didn’t take long. When Reel Chicago first reported in 2017 that McDonald’s was consolidating its account at newly formed Omnicom agency, We Are Unlimited, the team wondered how long would it take the brand to move one (just one) assignment to another agency.

It’s nothing against We Are Unlimited, the REEL Team loves the agency’s work. However, McDonald’s behavior has always been to move assignments around the “Wacker Triangle” of DDB Chicago, Burrell and Leo Burnett.

So, what’s different this time? Did you read the headline?

According to AgencySpy, the fast food giant has reportedly moved beyond the dedicated We Are Unlimited network for its latest marketing project: promoting the McCafé house coffee line.

ALSO READ: Burrell’s McDonald’s spot shows “Love” in a big way

According to several parties close to the business, the chain picked TBWA\Chiat\Day to handle that assignment after a recent “pitch,” if it could be called, that since the process kept things within the Omnicom family.

“There is no change in our U.S. creative agency model and we’re proud of the innovative and engaging campaigns we have done in collaboration with We Are Unlimited,” said a client representative to Agency Spy. “Our model and agreement provides the flexibility to tap additional resources when needed, and as we have before, we are leveraging support from another member of the Omnicom company on some specific projects.”

The article states that the rep declined to name that member or elaborate on the previous instances in which it has turned to other Omnicom agencies to handle projects. A TBWA spokesperson declined to comment.

The news comes less than a month after the chain announced that it would be releasing the coffee products for sale at Target over the Labor Day weekend.

McDonald’s has promoted the McCafé line in assorted ways in markets around the world. It most recently launched its Cold Brew line with a new campaign from WAU and partner agencies Burrell, Alma and IW Group. Here’s a look at one of the spots:

The size of the project is unclear at this time according to AgencySpy.

Source: AgencySpy