McDonald's China has tapped Publicis Media as its media planning agency for Mainland China.
Omnicom's OMD unit has been McDonald's long-standing planning and buying agency, but the shift of the planning assignment to Publicis was attributed to its "Power of One" dedicated client service structure, and includes strategic planning across all media channels as well as digital support on McDonald’s Customer Data Platform development and application in media planning.
The pitch, which began in March, was handled by Ebiquity.
"McDonald’s was looking for more than a conventional media planning agency," stated Jane Lin-Baden, Managing Partner APAC and CEO of North Asia of Publicis Groupe. "We demonstrated our Power of One approach in assembling a cross functional team across media, ad-tech, data science and analytics, to drive media efficiency and effectiveness."