• Ad Age, Tuesday, February 6, 2007 11:31 AM

Even as it turns in its best financial results in decades, McDonald's is doing a global brand-strategy study and shifting creative duties on its largest business -- the $100 million breakfast account -- to ensure it keeps its momentum going.

Mary Dillon, executive vice president-global marketing officer, has turned to Omnicom Group's Interbrand to conduct the study, which is intended to keep the burger giant on top of consumer trends. "We're refreshing and sharpening our overall brand strategy," she says. "Consumer needs and attitudes change every day, so we have to be out ahead of it."

Interbrand isn't the only new agency in the mix, Last November, Dillon tapped consultant Just Kid, based in Stamford, Conn., to garner intelligence on global youth trends and also went to AKQA, in San Francisco, for help developing a global digital strategy for the chain.

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