McDonald's Corp. announced plans to consolidate its systemwide media strategy, planning and buying efforts with OMD Worldwide, a division of Omnicom Group, Inc. Concerning the media service change,
Dean Barrett, McDonald's Senior Vice President, Global Brand Business, said in a press release, "We took a hard look at what we spend on media buying and how we could add strategic value and
effectiveness. We want to leverage our strengths as a brand with new media strategies and technologies that are rapidly changing the media planning and buying landscape worldwide. In this process, we
expect to not only save money, but to impact our customers in new and bold ways."
