Summary:
Wieden+Kennedy joins McDonald’s Australia creative roster, potentially shaking up the market.
McDonald’s seeks additional creative agency partner for its account, currently dominated by DDB Sydney.
W+K will focus on Chicken and McCafe in Australia, aiming to build a small core team.
McDonald’s praises W+K for their understanding of fans and creative approach.
Nielsen’s report shows McDonald’s as the second largest advertising spender in Australia.
Wieden+Kennedy Joins McDonald’s Australia
Wieden+Kennedy (W+K) has officially been added to McDonald’s Australia‘s creative agency roster. This move might shake things up in the Australian market, especially as W+K prepares to tackle Maccas' creative account.
In October 2024, McDonald’s announced it was putting part of its creative account up for pitch, seeking an "additional creative agency partner from our existing global agency roster." While DDB Sydney has dominated the creative landscape for McDonald’s for an impressive 55 years, W+K is set to make its mark here.
Global Presence of Wieden+Kennedy
W+K is no stranger to McDonald’s, already working with the brand in the US alongside Droga5. In Europe and Asia, TBWA and Leos handle creative duties, while DDB manages the account in New Zealand.
Focus on Chicken and McCafe
Reports indicate that W+K’s primary focus in Australia will be on Chicken and McCafe. The agency plans to establish a small core team similar to Telstra’s +61, incorporating talent from across the W+K network and new Australian hires. Initial staffing has already commenced in Sydney, with plans for continued growth.
McDonald’s Perspective
A spokesperson from McDonald’s expressed enthusiasm, stating, "The appointment sees the highly successful creative company join our award-winning agency village, which aims to continue to deliver compelling and successful campaigns to drive our brand and business forward." They noted their impressed reaction to W+K's understanding of their fans and creative approach.
Unique Fan Insights
W+K aims to uncover the unique fan truths that make McDonald’s special in the Australian market. The agency has set specific goals to bring these insights to life and integrate them into culture. W+K emphasized their commitment to making McDonald’s proud through their work in Australia, prioritizing existing client relationships over expansion for its own sake.
Advertising Spend
According to Nielsen’s Advertising Media Spend Report, McDonald’s ranks as the second largest advertising spender in Australia, indicating the significant scale and impact of their marketing efforts.
Additional reporting by Aimee Edwards.
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