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MCDONALD'S CONSOLIDATES GLOBAL MEDIA WITH OMD

Worldwide Buying and Planning Account Valued at More Than $1 Billion

By Published on .

NEW YORK (AdAge.com) -- McDonald's Corp. is moving to consolidate to its global media buying and planning business with Omnicom Group's OMD, according to executives close to the business.
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OMD no comment
A spokeswoman for OMD referred calls to the fast-food restaurant company.

In a statement, McDonald's said: "You can expect to hear more from us on our new marketing leadership initiatives in the future. Until then, anything else is pure speculation."

$1.6 billion
McDonald's spent around $1.6 billion in measured media globally in 2002, according to TNS Media Intelligence/CMR.

The decision has been rumored since earlier this year, when Larry Light, McDonald's global chief marketing officer, hinted that media consolidation was a definite option. He was speaking to agencies participating in a global creative shootout.

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Hillary Chura and Kate MacArthur contributed to this report.

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