• by Fern Siegel , May 14, 2025

McDonald’s Netherlands added the global marketing agency MRM as its AOR partner for all CRM activities.

The assignment, which was awarded after a competitive review, begins August 1. MRM joins the McFamily of Agencies for the brand. Databay was the previous CRM partner.

The agency's specialized capabilities include CRM, CX and creative commerce.

Stijn Mentrop, Chief Marketing Officer of McDonald’s Netherlands, said: “MRM brings the knowledge and expertise needed to further enhance our current network of agencies. MRM’s vision aligns perfectly with our ambition to remain a culturally and personally iconic brand that builds lifelong fans.”   

McDonald’s Netherlands operates over 260 restaurants and collaborates with 64 franchisees who are locally engaged.

Ulrich Saeuberlich, President MRM Europe & UK, added: “With our data-driven approach and focus on innovation, we look forward to working with McDonald’s to take their loyalty programs to the next level and drive further growth.” 

MRM is part of McCann Worldgroup and the Interpublic Group of companies.