McDonald’s picks Leo Burnett London to handle global sports sponsorship activity

McDonald’s has appointed Leo Burnett London to amplify its sponsorship of the FIFA World Cup across global markets.

by Maud Largeaud , AdForum

The agency, which works on McDonald’s UK business, won the business following a pitch process that involved McDonald’s other roster agencies. It follows the agency’s global ‘McDelivery’ win (Campaign, 6th July)., which will see the Leo Burnett London support the launch of their new home delivery service internationally.

The agency will develop a global communications campaign that will roll out for the FIFA World Cup in June 2018. The campaign will look to strengthen the emotional connection and relevance with consumers.

Steve Hill, ‎Senior Director, Global Brand, McDonald's Corporation, said: “We’re delighted to be working with the Leo Burnett London Team on our World Cup 2018 amplification, their deep understanding of our brand built over many years has helped develop a strong strategic and creative platform for our global activation”.

Paul Lawson, CEO, Leo Burnett London, commented “we’re incredibly proud of the work we do for McDonald’s in the UK, so a further opportunity to work with them on a global scale could not be more exciting". 

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