Magazine article Marketing

McDonald's Pounds 6m Work for Partners

Magazine article Marketing

McDonald's Pounds 6m Work for Partners

Article excerpt

McDonald's has awarded its estimated pounds 6m children's advertising business to Partners BDDH. The appointment is a shot across the bows of incumbent Leo Burnett's hold on the pounds 42m UK account.

As well as handling ads for McDonald's Happy Meals, which accounts for about 30% of McDonald's business in the UK, Partners BDDH will be responsible for all advertising aimed at children. This includes brand and promotional work based around Ronald McDonald.

It will be a particularly critical and sensitive brief at a time when fast-food giants are under fire for marketing to children. In July last year, McDonald's scooped the Pester Power award at the Children's Food Awards for the way it markets Happy Meals to children.

Partners BDDH won the business after pitching against Soul, BMP DDB and HHCL Red Cell. Leo Burnett did not pitch. The review was handled by Agency Assessments.

It is an unusual move for McDonald's to select an agency from outside its main roster. …

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