McDonald’s USA Names Starcom Lead National Media Agency
December 22, 2021
Move will unite paid media, owned digital channels and customer data under Publicis Groupe to support the brand’s long-term marketing vision
CHICAGO – Dec. 22, 2021 – McDonald’s USA today announced Starcom, a world-renowned media network within Publicis Groupe, as the lead national media agency for the U.S. business. This marks a significant expansion of the brand’s relationship with Publicis – adding national media buying and planning to its current scope that includes customer data analytics and digital marketing across McDonald’s app, website and CRM channels.
The move will support McDonald’s ongoing efforts to build a more modern, integrated marketing ecosystem with a heightened focus on the platforms that resonate with a new generation of fans. It comes on the heels of five consecutive quarters of positive comparative sales growth in the U.S. as of Q3 2021, driven in part by McDonald’s investment and innovation in the digital space.
“Since we started working with Publicis last year, they have demonstrated a deep understanding of McDonald's consumers, real clout in the digital marketplace and a proven track record of innovating toward our digital ambitions,” said Tariq Hassan, Chief Marketing and Digital Customer Experience Officer for McDonald’s USA. “They are the right team to help McDonald’s maximize our marketing investments, both in the near-term and as we look to the future. We're grateful to OMD USA for their many years of partnership and helping us reach the position of strength the brand is enjoying today.”
Starcom will join other Publicis agencies Epsilon and Sapient – which are currently supporting McDonald’s U.S. business – to create an integrated agency team that serves the Marketing function holistically. Onboarding will begin in January, and the transition of the national media work to Starcom will be completed by the end of Q1 2022. OMD will continue to support McDonald’s USA locally and in other international markets with existing relationships.
“We are proud to expand our partnership with McDonald’s in the U.S., working together to place the customer at the heart of their business,” said Publicis Groupe Chairman and CEO Arthur Sadoun. “With the team at Starcom, we look forward to driving a truly personal, omnichannel experience for all the fans of this iconic brand.”
Maximizing marketing is a key pillar of the Accelerating the Arches growth strategy McDonald’s unveiled in 2020. To further that global ambition, over the past year, the U.S. market launched its successful MyMcDonald’s Rewards program with more than 21 million enrollments, drove digital engagement and put the McDonald’s brand at the center of culture through Famous Orders, and committed to increase spending with diverse-owned media companies to create a more equitable marketing supply chain.
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. The brand’s agency roster includes world-class companies across the media, marketing and communications industries. In addition to Publicis, McDonald’s works with other national media agencies such as Burrell Communications, Admerasia and Navigation Blvd. to reach multicultural audiences. For more information, visit www.mcdonalds.com, or follow us on Twitter @McDonalds and on Facebook at www.facebook.com/mcdonalds.
About Publicis Groupe
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 83,000 professionals.