Wieden+Kennedy wins local McDonald’s pitch, agency set to launch down under
US advertising agency Wieden+Kennedy is due to set up shop in Australia, after winning the recent local McDonald’s creative pitch.
In October, it was reported that McDonald’s Australia was pitching a portion of its creative account, looking within its existing global roster for an additional agency to take on the Australian remit, alongside DDB.
This week, it was confirmed that Wieden+Kennedy, who already works with the brand in the US and Canada, won the pitch.
“After working with this brand for the past 5+ years, it’s no secret that our love for McDonald’s runs deep,” a spokesperson said.
“We’re excited to expand this relationship to Australia, and we look forward to bringing to life unique fan truths that celebrate what makes Macca’s so special to people.”
Mumbrella understands that it will set up a local office to service the account, starting with a small core team that will include talent from its existing network that have been relocated, as well as the local market talent.
It is also understood the agency will look to find the unique fan truths that makes the Australian McDonald’s special.
A McDonald’s spokesperson told Mumbrella: “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.
“We were incredibly impressed by W&K’s understanding of our fans and creative approach and we are excited to work with them, alongside our existing agency partners – DDB, OMD, Akcelo and Digitas – in 2025.
“We would like to acknowledge and thank the other agencies who participated in the process.”
DDB, which will remain the main agency of record locally, has worked on the brand’s creative since its Australian launch in 1971.
Its current remit includes brand, retail, sponsorship, and social.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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