McDonald’s is issuing a request for proposals to three major holding companies to find a single creative agency to work on its massive U.S. business.
McDonald’s currently has Omnicom’s DDB and Publicis’ Leo Burnett handling the bulk of its national advertising. Both Omnicom and Publicis are part of the RFP process that begins Monday, along with WPP.
The move comes as McDonald’s has determined that it wants a more uniform set of creative and strategic ideas. It also wants to be able to push those concepts more rapidly across the variety of channels where it puts its messaging, including everything from its mobile app to television commercials.
DDB and Leo Burnett were not immediately available to comment on Monday.
It is the first RFP going out under U.S. Chief Marketing Officer Deborah Wahl, who joined McDonald’s in March 2014.
"To be the modern and progressive company that we want to be, we have to create more immersive consumer engagement, " Ms. Wahl said in an interview with Ad Age. "We need the support of an omnichannel integrated agency resource that can support our marketing efforts today and then prepare us also as the future continues to evolve."