McDonald's for the first time since 2003 announces a tender for media services | Advertising Marketing PR

The winner of the tender will help the network to find the most effective way of communicating with the buyer

Depositphotos McDonald's for the first time since 2003 announces a tender for the purchase of advertisements among media agencies. With the help of a new partner, the company expects to find a more effective way of interacting with consumers, The Wall Street Journal reports citing Bob Rupchinsky, vice president of global media management and customer relations. Last years the company cooperated only with the agency OMD, part of Omnicom Group Inc., but now decided to select several more partners. "We are looking for ways to make our marketing dollars more productive by improving the effectiveness of media spending or seeking more effective communication with consumers," Rupchinsky said. In November last year, McDonald's in conjunction with Omnicom launched a full service agency We Are Unlimited, serving one customer – a network of fast food restaurants. Thus, the company began to actively use various technologies in its marketing: in particular, it introduced a loyalty program and also the possibility of ordering and paying using mobile devices. In addition, McDonald's own technologies allowed to collect data about buyers for better targeting of advertising in various media: from digital and television ads to outdoor advertising. In Russia, OMD Optimum Media, part of Omnicom, purchases media for McDonald's. According to the representative of the company, relations with OMD remain strong and the agency will also take part in the tender. Experts believe that the decision to work with several agencies contradicts the trend of marketers seeking to save on agency fees by consolidating duties on advertising in one agency. However, the company notes that their goal is not to save, but to find the most effective way of communicating with the buyer.

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