DDB on alert as McDonald’s hands McCafé and Family portfolios for ANZ to Leo Burnett, Sydney

In a move that is surely a concern for lead agency DDB, McDonald’s Australia has handed roster shop Leo Burnett Sydney its McCafé and Family portfolios across Australia and New Zealand.

Says Mark Lollback, McDonald’s chief marketing officer ANZ: ”McDonald’s Australia is extremely pleased to be working with the creative talent at Leo Burnett Sydney. As a member of our global roster of agencies, we look forward to leveraging the Leo Burnett knowledge of McDonald’s to successfully drive these areas of our business.

”Leo Burnett Sydney created a very successful campaign launching Smoothies and Frappes last summer, and we’re confident they will bring the same insight and creativity to upcoming campaigns.”

However, Lollback stressed McDonald’s longstanding agency partner, DDB, will retain the lion’s share of the McDonald’s portfolio.

Says Lollback: ”We’re equally pleased to be continuing work with DDB, who have worked with McDonald’s for more than 30 years.

“DDB consistently deliver innovative and impactful creative for McDonald’s Australia and New Zealand, such as our recent 40th Anniversary Service Promise and Loose Change Menu campaigns.  We look forward to building on this success with them into the future.”

Says Todd Sampson (left), Leo Burnett Australia CEO: “McDonald’s is a brilliant company and we are so excited to be back. In the past we have done some award-winning work with them including Inner Child and Name it Burger and we look forward to the huge opportunities that are coming our way. For me, working again with Macca’s was a personal mission. Today is a day to celebrate.”

Says Marty O’Halloran, DDB ANZ chairman and CEO: “McDonald’s is a hugely valued partner of DDB’s across ANZ. They have always been able to tap into the global roster for specific projects or pillars, as they have in the past. We will continue to be the lead agency for McDonald’s and will continue to work with them in developing great output that drives their business forward.”

DDB produced ads currently in the marketplace include the McDonald’s Olympics and Loose Change Menu campaigns.