. According to Adweek, McDonald’s is adding the New York office of Independent agency Wieden + Kennedy to its roster. Wieden + Kennedy New York will be working with the fast-food chain on an upcoming project. Weiden + Kennedy will be working on the fast-food chains US roster.
McDonald’s Adds Wieden + Kennedy New York to US Roster
Wieden + Kennedy New York became part of the fast-food chain’s US roster after the brand completed a very comprehensive review. The fast-food chain carried out a comprehensive review of its US marketing strategy. The appointment of the creative agency ends the fast-food chain’s exclusive relationship with Omnicom. It is unclear why the brand ended its exclusive relationship with Omnicom.
According to sources, Wieden + Kennedy will be working on McDonald’s brand’s creative positioning in the American market. This new appointment follows two major changes in the organization on a global level. The first change was announced last week when the brand confirmed that McDonald’s svp and global CMO Silvia Lagnado will depart in October. They also announced that they have no plans to replace her. The second change was that the brand is developing a new comprehensive visual identity. It was reported by AdAge and the new visual identity is a result of the brand looked to simplify brand elements. These brand elements range from logos and posters to interior design at thousands of locations
McDonald’s Speaks on Adding Weiden + Kennedy New York to Its US Roster
Jesse Lewin, a spokesperson for the fast-food chain spoke on the new appointment. He stated that the brand is very proud of its history as one of the most creative marketers in the world. Lewin then talked about how the U.S. marketing team continues to innovate to deliver the creative excellence that their brand deserves. He explained that the brand’s goal is to continuously modernize their approach to marketing to drive customer reappraisal and engagement at the speed and scale of McDonald’s.
He also explained that McDonald’s U.S. Marketing team has been evaluating an agency model that mirrors the significant transformation in the U.S. market. The evaluation has been happening for some time. He explained that it was an internal process to identify the model that is best for their business and for their customers is underway and nearing completion.