• by Fern Siegel , December 16, 2024

Creative marketing agency TMW, part of Accenture Song, has been selected as the customer engagement agency of record for McDonald’s UK and Ireland.

The account was awarded after a competitive pitch.

It's also the first business opportunity for TMW to work with its parent company since it was acquired by Accenture Song in April.

TMW will work with McDonald’s as an agency partner across strategy and creative for CRM to help build brand love and loyalty. The agency will utilize generative AI to drive growth.

In addition, the Human Understanding Lab, TMW’s team of data, behavioral and neuroscientists, will aid in audience analysis. 

Michelle Graham-Clare, CMO, McDonald’s UK and Ireland, said: “TMW demonstrated a true passion for our brand. Their use of customer data, strategic thinking, as well as creativity was exceptional ... a way to build world-class CRM that delights our customers at every touchpoint.”