|Teenage heartthrob Justin Timberlake, shown here with ex-girlfriend Britney Spears, is close to signing a McDonald's deal.|
MCDONALD'S OVERHAULS GLOBAL ADVERTISING STRATEGIES
Changes Tagline, Plans 'Borderless' Creative Procurement Philosophy
Financial specifics of the deal were not available.
The European leg of the singer's "Justified" world tour is in synch with the McDonald's branding effort's post-Labor Day timing, and one executive speculated the deal could include partial sponsorship of that tour.
Singing the jingle?
Others said Mr. Timberlake could possibly provide the vocals for the campaign jingle. He earlier has worked with McDonald's for a 2000 compact disc promotion while with the pop band N' Sync for McDonald's World Children's Day.
In June, the fast-food giant unveiled a new global marketing theme behind the "I'm Lovin' It" tagline that replaces "Smile." The new slogan will be the "strategic glue" of a two-year integrated global marketing calendar.
Omnicom Group's Heye & Partner, Munich, is handling the campaign. A McDonald's spokeswoman said it is "not ready to announce our plans yet, but we are on schedule to unveil our new campaign in September."
McDonald's is based in Oak Brook, Ill.