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Brazil's Taterka Wins McDonald's Global World Cup Assignment

Sao Paulo Shop Beats Leo Burnett and The Marketing Store In Pitch

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McDonald's Corp. has awarded Brazilian ad agency Taterka Comunicacoes a global creative assignment for the next World Cup soccer championship, which will be held in Brazil in 2014 with McDonald's as a global sponsor. The Sao Paulo shop pitched against two other McDonald's agencies, the London office of Leo Burnett, and The Marketing Store, an international integrated agency based in London.

Sao Paulo-based Taterka was started in 1993 by Dorian Taterka, and works with McDonald's in Brazil as well as 17 other countries in Latin America.

"Taterka will be responsible for developing a creative style guide including guidelines for each of our markets to use as a flexible tool to create their own local market campaigns to activate our World Cup sponsorship," a McDonald's spokeswoman said. "The toolkit creates a single theme with a look and feel that represents brand McDonald's around the global event."

Publicis Groupe acquired a 5% stake in Taterka in March 2010, and is currently negotiating to increase its stake, according to the Brazilian agency. Taterka's other clients include BMW, Bayer, Credit Suisse, cosmetics marketer Natura and bookstore chain Saraiva.

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