McDonald’s Australia set to part ways with DDB Group Australia after incredible 54-year run

McDonald’s Australia will part ways with long-time creative agency partner DDB Group Sydney at the end of 2025. The split draws the curtain on a creative 54-year run that began when the brand entered the Australian market in 1971.

The partnership has delivered some of Macca’s most iconic campaigns including ‘#TheOriginalMouthful’, ‘Track my Macca’s’, ‘McDonald’s Becomes Macca’s’ and ‘Jimmy Dean & Mac Time Rocks On’.

Says McDonald’s CMO Annabel Fribence, who was appointed to the role earlier this year: “I want to personally thank DDB Group Sydney for being a long-term partner of our brand and business. DDB has been a true partner, pushing us, supporting us, and ultimately ensuring we continue to grow. Together, we have evolved the iconic Macca’s brand, and we are proud of the incredible creative legacy we have built.”

Says Sheryl Marjoram, CEO, DDB Sydney: “Our partnership with Macca’s has been defined by more than shared goals, it’s been powered by determination, proving longevity is earned, not given. Our partnership navigated change, seized opportunities and built solutions. We’re proud of the success we celebrate today.

“Our very best wishes go to Annabel and the marketing team, the Senior Leadership Team, the incredible franchisee community, Akcelo, W&K, Digitas and of course our family members OMD and Annalect.”

The rest of McDonald’s agency line-up, including Wieden+Kennedy Sydney, Akcelo, Digitas, and Omnicom stablemates OMD and Annalect, will remain unchanged, while Omnicom’s Eleven has been brought on board to manage the brand’s earned media.

Last year Westpac ended its 13 year creative partnership with DDB resulting in a number of staff redundancies, however in recent months the agency has expanded its client roster with wins including TK Maxx and DoorDash.