McDonald’s spins ‘I’m Lovin’ It’
Posted by Adgully Bureau | October 12th, 2009 at 8:49 am
To refresh its marketing message, McDonald’s has tasked three global roster shops to come up with the next expression of ‘I’m lovin’ it.
Posted by Adgully Bureau | October 12th, 2009 at 8:49 am
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According to reports, the drill began a few months ago and is ongoing, with the shops — identified by sources as Omnicom Group units DDB and TBWA and Publicis Groupe’s Leo Burnett — conducting market research and developing pitch ideas.
Though McDonald’s has not formally laid out the plan but has accepted that the company is looking for fresh marketing messages.
McDonald’s is said to be seeking a through-the-line approach that incorporates traditional advertising and digital marketing.
In the U.S alone, McDonald’s major media spending totaled $855 million last year and $534 in the first seven months of 2009, according to Nielsen. Those figures don’t include online spending. A global spend was not immediately available.
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