McDonald's SG shifts creative account to Leo Burnett

McDonald’s Singapore has appointed Publicis' Leo Burnett to handle its creative and digital duties. MARKETING-INTERACTIVE understands that the length of appointment is two years, and the agency will be working with Digitas on the account. The incumbent is DDB, which has worked with the fast food chain for 11 years. 

In a statement to MARKETING-INTERACTIVE, a spokesperson from McDonald's said: "There is a time for everything. With effect from January 2021, Leo Burnett Advertising will be accorded lead creative agency for the McDonald's Singapore business, as part of our brand journey to further deepen customer connections." The spokesperson added that it will be parting ways with DDB after "many proud achievements" accomplished together.

Leo Burnett’s appointment comes after the agency worked with McDonald’s since last year. In January 2020, McDonald’s Singapore appointed Leo Burnett as its second creative agency after DDB to handle integrated communications duties in Singapore. MARKETING-INTERACTIVE understood that the appointment was for its breakfast and fries segment.

Subsequently in March 2019, the agency and McDonald’s Singapore worked together for a marketing campaign to re-launch its breakfast item McGriddles. As part of the campaign launch, the McGriddles meal came with limited edition merchandises which include an exclusive hoodie inspired by the McGriddles in an iconic red box. 

Meanwhile, McDonald’s Singapore recently saw a change in leadership in September, with Agatha Yap, who was previously senior director, marketing, menu and digital innovations at McDonald's Singapore, stepping down from her role. The restaurant chain has since appointed Drina Chee as its senior director, marketing and digital customer experience to oversee the Singapore market. Prior to McDonald’s Singapore, Chee was Lazada’s senior vice president, where she led brand and category campaigns for the region.

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