Publicis Groupe wins McDonald’s China media planning business

McDonald’s China has appointed Publicis Groupe as its media planning agency partner in Mainland China. The account moves out of OMD.

The scope of work will be handled by a Power of One dedicated client solution and includes strategic planning across all media channels. In addition the requirement was for a partner with digital expertise to support on McDonald’s CDP (Customer Data Platform) development and application in media planning. The pitch was run by Ebiquity, with the pitch process starting in March.

“McDonald’s China is an incredible brand with ambitious growth targets in China, and we are truly honored to have been awarded this account. McDonald’s was looking for more than a conventional media planning agency. We demonstrated our Power of One approach in assembling a cross functional team across media, ad-tech, data science and analytics, to drive media efficiency and effectiveness. We are ready to be a partner of growth for McDonald’s China.” said Jane Lin-Baden, Managing Partner APAC and CEO of North Asia of Publicis Groupe.