McDonald’s USA Names EGAMI Group as Public Relations Agency of Record for its U.S. African American Consumer Market
December 20, 2022
The Golden Arches Team Up with Award-Winning, Black-Woman Owned Agency for Culture-First Strategy, Insights and Storytelling
CHICAGO – Dec. 20, 2022 – For decades, McDonald’s USA has been committed to feeding and fostering the diverse communities it serves, and for the Black community that means celebrating and investing in Black excellence, education, empowerment and entrepreneurship. To help maintain the legacy and deepen its commitment to this critical community, the Golden Arches named award-winning, Black and woman-owned integrated marketing and communications agency, EGAMI Group, the new public relations agency of record for the African American consumer market.
EGAMI is a boutique, purpose-driven powerhouse with experience connecting Fortune 500 brands to the multicultural majority with rich experience among Black audiences. This new partnership will help McDonald’s elevate its ability to connect with consumers through food, community, culture and cause, meeting the needs of diverse audiences in innovative and meaningful ways.
"This summer, we conducted a competitive agency review to find a PR partner to help McDonald’s fuel relevancy and affinity, while sharing in our values, passion and commitment to connecting with and supporting Black consumers,” said Molly McKenna, Senior Director of McDonald’s Global Brand Communications. “We’re excited to partner with EGAMI to drive meaningful storytelling and impact that helps us build and sustain these relationships.”
EGAMI participated in a highly rigorous pitch process alongside other top Black-owned agencies in the country, ultimately winning the business after being one of four finalists. Their insights-driven approach to identifying McDonald’s untapped opportunity, strategic thinking and team chemistry rooted in passion, purpose and commitment made them the obvious choice for the opportunity.
“We are excited to partner with McDonald’s to lead purpose-driven work that positively reflects and impacts the multicultural majority through culturally relevant and authentic programs that reach Black consumers,” said Teneshia Jackson Warner, CEO of EGAMI Group. “Driving meaningful progress for multicultural audiences is at the core of our WHY at EGAMI Group. We have assembled an account team led by seasoned communications, integrated marketing and media relations executives, and we look forward to the innovative ways we will bring this mission to life as the new African American consumer market PR agency for the brand.”
EGAMI will join McDonald’s and its other multicultural and general consumer market agencies to reach and engage Gen-Z and other core audiences for the brand in the U.S. They have supported recent initiatives including McDonald’s 16th annual Inspiration Celebration Gospel Tour Holiday Experience and Black & Positively Golden Scholarship Program , and are gearing up for 2023. Their expertise will contribute to a continued commitment to ensure McDonald’s consumers feel seen, heard and supported in impactful ways.
About McDonald’s USA
McDonald's USA, LLC, serves a variety of menu options made with quality ingredients to millions of customers every day. Ninety-five percent of McDonald's approximately 13,500 U.S. restaurants are owned and operated by independent business owners. For more information, visit www.mcdonalds.com, or follow us on Twitter @McDonalds and on Facebook at www.facebook.com/mcdonalds.
About EGAMI Group
EGAMI Group is an award-winning, multicultural integrated marketing and communications agency founded on the belief that the brands that live, lead and operate ON PURPOSE can change the world. The agency was named among Adweek's 100 Fastest-Growing Agencies (2019) and is the only independent, Black female-owned agency to earn a Cannes Lion Grand Prix for its work. A certified minority business entity, EGAMI Group is headquartered in New York City. For more information, visit egamigroup.com.